Centre for Addiction and Mental Health begins Not Today campaign
The Toronto-based Centre for Addiction and Mental Health has begun a campaign called “Not Suicide. Not Today” to coincide with World Suicide Prevention Day. Developed by Camp Jefferson, the campaign consists of 60-, 30- and 15-second television commercials and online videos, accompanied by out-of-home, print, online and search engine advertising, as well as social media content. The 60-second execution depicts a man considering suicide receiving support from those around them. According to the centre, the campaign seeks to “tell hopeful, empowering stories of real Canadians with lived experience.” It is particularly aimed at groups that are disproportionally affected by suicide, such as First Nations and LGBT people.