Mental Health Stigma – Team M&A

Maximilian Calla, Rebecca Pan, Warren Kong, Chianne Jiang, James Oh, Justina Li

Presentation Road Map

START

Digital

Media Plan

Print

Billboard

Solution

Insight

Communication Objectives USP

Conclusion

USP

Canadian Mental Health Association (CMHA)

• Nation-wide voluntary organization

• Promotes mental health & supports recovery of those experiencing

mental illness

• Currently have an online presence through:

• Website

• Facebook & Twitter

• PSA’s regarding mental health

• Doesn’t address any of the stigma

Communication Objectives

Objectives

•Not just the symptoms

•See life from their perspective

•Not just the symptoms

•See life from their perspective

Educate the average person about mental health disorders

Address common stereotypes

Reduce the negative stigma associated with mental health disorders

Increase the number of individuals seeking treatment

Insight

People cannot see mental health disorders, thus they cannot

support or empathize with those who are affected.

The Average Person

Solution

Depicts what life is like from the perspective of those with mental disorders

CAN YOU SEE

NOW CAMPAIGN

Educates the public

Reduces the stigma associated with mental health disorders

Eliminates stereotypes

Billboard

Billboard

Billboard

Billboard

Print

Print

Digital

Media Plan

Billboard

• Located in downtown Toronto

• Areas with high traffic

• Place before and during mental health awareness week

Print Ads

• Placement in prominent magazines

• Macleans, Time Magazine

• High exposure newspapers

• Toronto star, Globe & Mail, National Post

Insight

Thank You