Bell is Canada’s classic phone company, now diversified into mobile, satellite and DSL. As part of their corporate outreach, they have adopted the issue of mental illness for “Bell Let’s Talk Day” on February 12, 2013:
In 2010, Bell announced the launch of an unprecedented multi-year charitable program dedicated to the promotion and support of mental health across Canada. Over the next several years, this multi-million dollar initiative will support a wide range of programs that will enhance awareness, understanding and treatment of mental illness and promote access to care and research across the country.
Often invisible, mental illness is one of the most pervasive health issues in the country with far-reaching consequences for every Canadian. One in five people will experience a form of mental illness at some point and most will be reluctant to talk to a co-worker, friend or family member about their struggle, let alone seek treatment. While you may never experience mental illness first-hand, it is likely that you know someone who will.
It’s a nice initiative, but it’s another one of those campaigns that makes users engage with the brand and its products to release the earmarked funds to the cause…
On Bell Let’s Talk Day, Bell will donate 5¢ more to mental health initiatives across Canada for every:
1 Text message sent
2 Long distance call made
3 Tweet using #BellLetsTalk
4 Facebook share of our Bell Let’s Talk image
The campaign page includes a toolkit for users, including a downloadable poster (above), e-badges, printable stickers, e-mail signatures, and other sharable elements.
There are also links to resources with help and support for people struggling with mental illness. Which is great. But I still dislike being asked to text, call, Tweet and share for the brand to make a difference.