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Centre for Mindfulness Studies conducts campaign

Toronto-based non-profit organization the Centre for Mindfulness Studies has begun a new campaign called “Invest in Happiness” to coincide with its 10th anniversary and with World Mental Health Day on Oct. 10. The campaign, developed pro bono by Leo Burnett, promotes the centre’s efforts to “cultivate communities that empower people and enrich society” and encourages donations. The intent is to raise awareness of the centre’s programs and services in support of people who have difficulty accessing conventional mental health services.

“We really wanted to reframe the idea of a donation,” said Steve Persico, chief creative officer at Leo Burnett. “When people give money to charity, it’s usually a one-way exchange. You’re giving them something. The idea of an investment in happiness aligns perfectly with what the CMS is trying to do, making mental health tools accessible for everyone. You’re really getting something back in return, whether it’s for your own happiness or someone else’s.”

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