PSYCHIATRIC RESEARCH FOUNDATION BEGINS MULTI-MEDIA CAMPAIGN
By Adnews Staff
The Canadian Psychiatric Research Foundation will begin a multi-media advertising campaign this week, the first in its history. A series of print ads, a television commercial and a radio spot, created pro bono by Vickers & Benson Arnold, will run nationally in English Canada. Judy Hills, executive director of the foundation, said the campaign will roll out in Quebec in the coming weeks. The goal of the campaign is to eliminate the stigma associated with mental illness. In one print execution the headline reads, "Heart disease. Just another excuse for lazy people not to work." The copy continues, "Imagine if we treated everyone the way we treat the mentally ill." The foundation also hopes to generate funding through the year-long campaign. The Toronto-based Canadian Psychiatric Research Foundation is a national organization that raises funds for psychiatric research in universities and teaching hospitals.