The Centre for Addiction and Mental Health (CAMH) - No One is Left Behind (2023) (Canada)

CAMH Wants to Ensure No One is Left Behind

New brand platform puts a stake in the ground against the backdrop of a growing mental health crisis.

Against the backdrop of a growing mental health crisis, the Centre for Addiction and Mental Health (CAMH) is putting a stake in the ground by launching the world’s largest fundraising campaign to support hospital-based mental health research, starting with a new advertising platform: “No one left behind.”

It couldn’t be coming at a more critical time.

According to the World Health Organization, more than 450 million people—including 6.7 million Canadians—are struggling with mental illness, making it the leading cause of disability worldwide. More than half of Canadians will have dealt with some form of mental illness by the age of 40, and more than 11 people per day—totalling more than 4,000 people per year—lose their life to suicide.*

Developed in partnership with Toronto agency Camp Jefferson, “No one left behind,” is the centrepiece of the $500 million fundraising campaign, making it the world's largest fundraising campaign for hospital-based mental health research. The funding will go in part toward building the new CAMH Research & Discovery Centre—a state-of-the-art facility that will lead to ground-breaking research to get people the solutions they need.

“We believe now is the time to go further than ever to support those facing mental illness,” says Sarah Chamberlin, CAMH Foundation’s CMO and VP of Community Giving and Engagement. “Our work over the past 25 years has helped to bust stigma, raise awareness and spark conversations about mental health. Now it's time to go further.”

The brand platform is a rallying cry, urging people to stand together and help build a future where no one is left behind. It aligns with CAMH’s history of venturing into the grittiest, most stigmatized areas of healthcare that people are reluctant to address.

The integrated campaign includes TV, social, out-of-home and radio, and is led by a powerful 60-second spot developed by Camp Jefferson.

“We wanted this campaign to call out to those who share the same ambition and attitude of the very people who are fighting daily to uncover new cures for those living with, and affected by, mental illness”, says Camp Jefferson ECD Julie Nikolic. “We feel this embodies CAMH’s unbreakable spirit against the seemingly insurmountable odds they face. It lets people who may be suffering or who have loved ones who are going through difficult times know that CAMH will keep going the distance for them.”

The campaign will run in Ontario until May 31, 2023.

About CAMH

The Centre for Addiction and Mental Health (CAMH) is Canada's largest mental health teaching hospital and one of the world's leading research centres in its field. CAMH is fully affiliated with the University of Toronto and is a Pan American Health Organization/World Health Organization Collaborating Centre.

About Camp Jefferson

Camp Jefferson is an ad agency that uses creativity to influence people's choices. Because every KPI businesses chase is the result of people choosing one option over another.

Credits:

Campaign Title: No one left behind

Client: CAMH

CMO & VP, Community Giving and Engagement: Sarah Chamberlin

Director, Integrated Marketing: Trina Klinck

Director, Donor Engagement: Meghan Kelly

Interim Director, Impact Communications: Lisa Plenderleith

Senior Manager, Digital and Acquisition Marketing: Bhairavi Sampat

SVP Public Affairs and Partnerships, Chief Strategy Officer: Lori Spadorcia

Director, Communications and Public Affairs: Paris Semansky

Senior Manager, Communications: Karen Cleveland

Digital, Email & Content Specialist: Kelsey Watson

Digital Marketing and Content Specialist: Miranda Yorke

Director, Events, CAMH: Geoffrey Chown

Senior Media Relations Specialist: Sean O'Malley

Agency: Camp Jefferson

SVP, Director of Creative: Julie Nikolic

SVP, General Manager: Edith Rosa

SVP, Head of Strategy: Ian Barr

Creative Director: Mike Blackmore

Creative Director: Chris Obergfell

Associate Creative Director: Aaron Niven

Associate Creative Director: Dave Fontaine

Account Director: Roshel Kidd

Account Supervisor: Jose Baylon

Account Coordinator: Ashley Lorenzo

Executive Producer: Brenda Surminski

Design Director: Leah Renihan

Production Designer: Ian Flynn

Production Designer: Anna Lew

Copywriter: Tori Wiley

Art Director: Arghavan Salehinia

Magic Circle Workshop

Senior Production Manager: Betsy Tran

Senior Studio Lead: Shireen Kok

Senior Retoucher: Hailey Williams

Studio Coordinator: Graham Stewart

Production Company: Scouts Honour

Executive Producers: Rita Popielak, Simon Dragland

Director: Brent Foster

Producer: Jeremiah Lapointe

Editorial: Outsider Editorial

Editor: Michael Barker

Producer: Kristina Anzlinger

Visual Effects: The Vanity

VFX Artist: Sean Cochrane

Executive Producer: Stephanie Pennington

Post Production: Alter Ego

Senior Colourist: Wade Odlum

Audio House: OSO Audio

Audio Creative Director: Harry Knazan

Producer: Jane Heath

Photography: Fuze

Stills Photographer: Jeff Carlson

Executive Producer: Nicole Gomez

Media Agency: Jungle Media

VP, Media Planning: Derek Laurendeau

Media Supervisor: Karen Chow

Managing Partner: Cindy Drown

Assistant Media Planner: Claudia Boucher