Bell Let’s Talkx
Bell Let's Talk
How could Bell stand out in the crowded cause space and become synonymous with Mental Health? For Bell, any strategy had to build on its core business: Connecting people.
Consumers / General public
Strategy and Media Used:
The campaign from Lg2 has been running since January 2011 on OOH, TV, radio, print, online and social media. In its first year, six-time Olympic medalist Clara Hughes helped establish Feb. 9 as “Bell Let’s Talk Day” where every call, text, and retweet triggered a five-cent donation to mental health initiatives from Bell. It has since added new spokespeople who also overcame severe cases of mental illness and a redesigned website to allow for user-generated content.
During the campaign period, top-of-mind awareness of Bell’s support for mental health increased from 35% to 62%, making Bell the leading brand associated with the cause. The campaign leveraged nearly 500 million communications and generated almost $24 million in Bell donations. In 2015, 4,775,708 tweets were reported on a single day, making #BellLetsTalk the number one trending worldwide hashtag.