Destigmatise Mental Illness

Overcoming Cultural Barriers


Addressing and caring for mental illness is a priority for Francophone health care centres in the South Central region of Ontario. The major challenge CLD faced with this awareness campaign was in finding a way to destigmatize mental illness in the face of cultural barriers that often come with an ethnically diverse audience.

CLD created awareness messages that appealed directly to members of the community based on the slogan, “Mental illness does not discriminate.” In addition to these messages, we also produced interactive promotional tools to enable a dialogue on mental health: The Mood Book is a journal that explores mental health and offers French-language resources. The Coin-Coin is a folding paper game the User assembles that debunks the myths surrounding mental illness.

Destigmatise Mental Illness
Destigmatise Mental Illness

The client uses social media as a key method of communication with its clients and partners. CLD recognized it as essential to integrate the campaign with the client’s Twitter presence. Rather than simply repeating the same message several times, we expanded its reach by adding targeted messages on immigration, family, sexuality and substance abuse. Unlike traditional advertising campaigns, which tend toward repetition, social media success thrives on diverse and unique posts.

To ensure a degree of continuity in the campaign, CLD developed a comprehensive mini-site accessible through the client’s website. The mini-site includes all of the campaign messages and offers interactive activities drawn from the Mood Book.

Destigmatise Mental Illness