Worldwide Partners Inc.

BACK TO WORK

Let's Talk

Client

Bell Canada

Location

Canada

Agency

LG2

Campaign Elements

Advertising
Brand Strategy & Development
Content Marketing
Website Development

Project Overview

In 2010, Bell and LG2 launched Let’s Talk to raise money for mental health organizations across the country by getting Canadians to talk openly about mental health. A digital ecosystem and communication platform were created, featuring testimonials from public personalities and Canadians of all origins. By initiating this important conversation on a national scale, a powerful alliance between an important cause and an established communications company was born, putting a human face on a taboo subject and breaking stereotypes.

Details

The 13th edition of Bell Let’s Talk, Let’s change this, features alarming statistics about anxiety, lack of access to help, opioid addiction and suicide. It takes a bold approach, both in terms of its message and call to action. The campaign goes to the next stage with video and radio ads to inspire people to create positive change. Started over a decade ago, the nationwide conversation reaches out to Canadians to challenge their thinking about mental health and take action.

The Bell Let’s Talk website has been completely revamped by LG2’s Digital Experience group. The new version of the site is designed to raise awareness, inspire and, above all, to help Canadians take action through ongoing access to a variety of tools and resources. Given the general lack of accessibility to mental health care across the country, the website adds to the solutions provided by Canadian organizations and encourages Canadians to seek help or to become changemakers.

With this shift comes a fundamental change to this year’s campaign: Bell announced an additional $10 million towards its goal of $155 million for Canadian mental health programs. This action will replace the donation of 5 cents per interaction that Bell has made in previous years on Bell Let’s Talk Day.

Learn more about this campaign: https://lg2.com/en/our-work/the-biggest-conversation-in-the-country

“LG2 has been working on the Bell Let’s Talk initiative for over a decade to raise awareness about mental health. The result this year was the simple, evocative line Let’s change this, combined with powerful messages, to call for more action on the situation.”

Nicolas Dion
Partner, Creative Director, LG2