To mark Canada’s recent Mental Health Week, The Centre for Addiction and Mental Health (CAMH) launched a campaign, conceived by agency Zulu Alpha Kilo, to rally Canadians around its new brand platform and tagline, “Mental Health is Health.”
This TV spot is part of the campaign which highlights not only the devastating impact of mental illness, but the disparity in the way that people with mental illness are treated compared to those with a physical illness. “We must not stand silent when the human, the civil and the health care rights of people with mental illness are not recognized and respected,” said CAMH President and CEO Dr. Catherine Zahn.
Directed by Caitlin Cronenberg from Untitled Films in Toronto, the broadcast :30 titled “Oxygen” shows a woman who’s seemingly in a hospital bed speaking about her illness. Gradually, though, it’s revealed that she’s not in the hospital receiving treatment but rather at home alone dealing with her mental illness.
Credits
Client The Centre for Addiction and Mental Health (CAMH) Agency Zulu Alpha Kilo, Toronto Zak Mroueh, chief creative officer; Catherine Allen, creative director/art director; Ryan Booth, Marcelo Mariano, Jack Curtis, designers; Manali Kulkarni, art director; Dylan Verwey, writer; Jac Benoit, Teresa Bayley, Ola Stodulska, Nadaa Baqui, producers; Tim Hopkins, Sean Bell, Heidi Philip, strategy team. Production Untitled Films, Toronto Caitlin Cronenberg, director; Lexy Kavluk, exec producer; Jennifer Walker, line producer; Kris Bonnel, DP. Casting Ground Glass Media Andrew Deiters, casting director. Editorial Zulobot Marissa Bergougnou, editor. Postproduction The Vanity Stephanie Pennington, exec producer; Hannah Bird, post producer; Michael Medeiros, compositor; Andrew Exworth, colorist. Audio Post/Music Cylinder Sound Brad Nelson, audio/music director; Joshua Mancuso, engineer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
