2019 Winner

CAMH

Mental Health is Health

Zulu Alpha Kilo

SilverReinvention

BronzeIntegration

Mental illness is one of Canada’s most pressing issues. Yet, few Canadians believe that to be true. Many don’t believe it’s as important as physical health.

So the Centre for Addiction and Mental Health (CAMH) worked alongside Zulu Alpha Kilo to create a cultural shift.

Winning two Public Service awards – a Silver Reinvention and a Bronze Integration – “Mental Health is Health” confronted injustices by questioning why society treats mental and physical health so differently. Billboards, transit posters and social posts posed pointed questions, such as “Why do some illnesses get treatment but others get judgment?”

The campaign has already challenged outdated perceptions, with the organization tracking 70 million earned impressions. Online donations also increased 41% year-over-year.

Credits
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director/Art Director: Catherine Allen
Creative Director/Writer: Ian Simpson
Creative Director (Website): Jon Webber
Associate Creative Director (Website): Marcelo Mariano
Design Director/Designer: Ryan Booth
Art Director: Manali Kulkarni, Marcelo Mariano (Website)
Writer: Dylan Verwey, Peter Giffen (Website)
Designer: Jack Curtis, Marcelo Mariano (Website)
Agency Producer: Jac Benoit, Teresa Bayley, Ola Stodulska, Nadaa Baqui
Studio Artist: Anna Harju
Account Team: Mike Sutton, Rob Feightner, Hilary Roberts, Violet Karbalaei, Eric Kormos
Strategy Team: Tim Hopkins, Sean Bell, Heidi Philip, Vergel Evans (User Experience)
Brand Innovation Director: Sean Bell
Client (Company): CAMH
Clients: Danielle Donadio, Lori Spadorcia, Robin Rowe, Rino La Grassa, Trina Klink,, Dr. Ivan Silver, Dr. Damian Jankowicz

Media Agency: UM
Media Agency Planner: Kate Mateer, Emily Strongitharm

Production House: Untitled Films
Director: Caitlin Cronenberg
Executive Producer: Lexy Kavluk
Line Producer: Jennifer Walker
Director of Photography: Kris Bonnell
Casting Facility: Ground Glass Media
Casting Director: Andrew Deiters

Production House: Zulubot
Director: Barbara Shearer
Production Manager: Jenna Peel
Director of Photography: James Arthurs

Editorial Company: Zulubot
Director of Content: Cary Smith
Editor: Marissa Bergougnou, Jay Baker, Kaisa Pitsi
Assistant Editors: Max Lawlor, Robbie Haring, Jarvis Alston
Engineer: Stephen Stepanic
Photographer: Anthony Gallucci
Colourist/Transfer: Jarvis Alston
Post Production Facility: The Vanity
Executive Producer: Stephanie Pennington
Post Producer: Hannah Bird
Compositor: Michael Medeiros
Colourist/Transfer: Andrew Exworth

Audio Post Facility/Music House: Cylinder Sound
Audio/Music Director: Brad Nelson
Engineer/Composer: Joshua Mancuso

Interactive Programming: MNP LLP
Interactive Producer: Lisa Prentiss