This Annual Charitable Campaign Got Real About the Mental Health of Canadian Youth
For those who might have missed it, on January 22nd, Canadian telecommunications company Bell and creative agency LG2 ran their annual ‘Bell Let’s Talk Day’ campaign for the 15th year in a row. An opportunity to raise funds for mental health organisations across the country, this initiative serves as a firm reminder that now more than ever, Canadians are encouraged to talk about their mental health, and that having proper support systems is vital in enabling this.
Of course, keeping that message fresh, human and authentic every year can be a tricky task. Mental health is always a sensitive subject, and striking that perfect balance between memorable, impactful and honest is something which LG2 puts a lot of time into considering with each iteration. This year, that came in the form of specifically looking at youth mental health – a demographic which has shown serious decline in recent years. According to the statistics, 1.25 million young people need help, yet nearly one in two aren’t getting it… and one in four have considered suicide. In short, attention, support and resources are needed now, and desperately so.
So, to better raise awareness of this and encourage action, the creative agency illustrated these findings through print and OOH, but centred the work around three spots, each of which depicts a fictional but nevertheless bleak scenario. Playing off the concept of children contemplating what their futures will hold, each comes to learn of all the mental health problems they’re going to run into down the line. It’s hard to watch, but that’s the point – a poignant reminder that we all have a responsibility to push the conversation on this topic, and to do so while looking out for those around us.
To learn more about the creative and strategic process behind this year’s edition, LBB’s Jordan Won Neufeldt sat down with LG2’s partner and creative director, Nicolas Dion, for a chat.
LBB> This was the 15th year of ‘Bell Let’s Talk Day’ – a big milestone moment. As such, what was the brief, and how did the significance of the occasion factor in?
Nicolas> This year’s campaign is all about youth mental health. A recent report by Mental Health Research Canada (MHRC) highlighted the immense challenges that face today’s youth regarding mental health resource access. We wanted to take the occasion to ring the alarm about the situation.
LBB> Let’s talk more about the statistics and research. What were the biggest takeaways, and how did you factor into your ideation process?
Nicolas> Aside from utilising the data in the government study by MHRC, as we always do for this campaign, we consulted mental health experts from various fields to make sure that the stats we were presenting and the actions we suggested were vetted by professionals.
LBB> With that in mind, what inspired the decision to write three, hard-hitting stories? Why was this the best way to get the message across, and what was the writing process like?
Nicolas> Sometimes, when you want to get your point across, you must choose a situation that will stand out and make you think. We felt the simple telling of the potentially horrendous future would help people stop and take notice of the situation the youth are facing.
When writing something like that, the simplest approach is often the best. We made sure to keep the dialogue real and raw. We didn’t add anything superfluous, to ensure we got the most natural rendition from the actors.
LBB> As part of this, how did you approach the challenge of dealing with heavy material in an honest fashion, while also being sensitive to the diverse needs of the audience?
Nicolas> When writing these spots, we were aware of the strong reaction they were bound to get, and really kept the dialogue about how we envisioned it. However, we worked with the media agency (Media Expert) to make sure the spots wouldn’t air at times with young viewers. The messages are targeted at adults.
LBB> Each of the spots is beautifully filmed. Who directed? And what made them the right person for the job?
Nicolas> The director is Emanuel Hoss-Desmarais, an amazing talent from Montreal who’s been behind most of the executions we’ve done in the past decade. He has a flair for getting genuine and emotional performances from actors not usually captured in traditional advertising.
LBB> Speaking of the actors, they all do a great job, capturing the gravity of the situation in an emotionally resonant way. What was casting and working with them like?
Nicolas> The casting for a campaign like ‘Bell Let’s Talk’ has always been crucial, as we need to find believable characters that do not feel AT ALL like actors. Everyone we saw gave their all, and it made for very long and emotional casting days… We were all emotionally drained by the end.
LBB> What was filming like? Do you have any anecdotes from on set?
Nicolas> When it comes to emotional messages like this, one thing we’ve learned over the years is that you do not have unlimited takes. It takes a big toll on the talent, and we need to make sure that we don’t repeat it too much and lose all the natural elements.
LBB> The music also plays a big role in setting the tone. How did this aspect come to life?
Nicolas> As always, we knew the music in these spots would play a crucial role in carrying the emotion to another level. And, as we’ve done in years past, we worked with Circonflex, one the best music houses in the country, to create a unique sound for each of our spots.
LBB> Notably, the campaign is also supported by OOH. Can you tell us more about the design process?
Nicolas> This year, I was more than pleased with the solution presented by the team. Using the ‘Bell Let’s Talk’ logo (which is typically a smiley face) and turning it into a frown was the perfect way of illustrating the crisis, while also highlighting the staggering statistics about youth mental health. It’s simple and elegant.
LBB> Since launch, how have people responded to this campaign?
Nicolas> The reactions, of course, have been very strong. The feedback about the hard-hitting aspect of the campaign goes from ‘it’s too much’ to ‘it’s not enough!’... And that’s the reality when you deal with something as personal as mental health. But one way or another, the situation regarding the future of mental health in this country is too important to minimise.
LBB> Finally, although ‘Bell Let’s Talk Day’ has officially passed, is there anything you’d like to say about the importance of supporting mental health initiatives?
Nicolas> I would like to thank the millions of Canadians who have spent time – on that day or others – taking care of their own mental health, as well as the hundreds of thousands of people who have generously donated $5 (CAD) towards the cause. Together, they have helped raise millions for supporting so many vital services across the country.
