Bell conducts Let's Talk campaign
By Rob Bale
Bell has resumed its annual “Let’s Talk” campaign in support of youth mental health for a 15th year. Developed by Lg2, the bilingual campaign consists of three television and online video ads that depict scenarios in which young people need mental health assistance. These are accompanied by radio, print, out-of-home and online banner advertising. The campaign also encourages consumers to donate to the program via text message on Jan. 22, designated “Bell Let’s Talk Day.” The funds will be donated to Integrated Youth Services, Jack.org, Kids Help Phone, the National Association of Friendship Centres, the Strongest Families Institute and the Youth in Mind Foundation.
“Over the past 15 years, we’ve successfully reinvented our formats and content to create powerful, but above all useful, messages,” said Nicolas Dion, creative director at Lg2. “With the mental health crisis affecting young people, this year’s messages are all the more important. Like every year, the challenge is getting the message across while remaining human and authentic. It takes empathy to communicate what we need to say in a way that respects everyone. To continuously reinvent ourselves over such a long period of time is unusual in advertising.”