Demi Lovato, Royal Bank of Canada, Virgin Unite, and Draper Richards Kaplan Launch Coronavirus Mental Health Fund

NEW YORK, April 20, 2020 /CNW/ — Today, Demi Lovato, Royal Bank of Canada, Virgin Unite, Canadian Family Foundations and Draper Richards Kaplan announce the launch of The Mental Health Fund, which already raised $2M, to help individuals in pain from the mental health and behavioral impact of the coronavirus. This fund aims to support the work of organizations that provide crisis intervention via text message, 24/7.

Crisis Text Line serves as founder of The Mental Health Fund, along with Demi Lovato, Royal Bank of Canada (RBC), Virgin Unite, Canadian Family Foundations, Draper Richards Kaplan, and others who have provided $2M funds to launch the initiative. The Mental Health Fund, which is live on GoFundMe, has a goal of reaching $5M.

Crisis intervention via text is filling a gap in the mental health care system, especially for people who find it difficult to talk or do not have the resources to access other care.

“So many people have been left alone with their thoughts, their abusers, their anxieties — and are struggling with the uncertainty of these times,” said Demi Lovato. “I know not everyone has the ability to get the help they need so my hope is that this fund can bring support to help alleviate some of the hardship and pain people are going through.”

To meet the increased demand of people in pain, Crisis Text Line, Shout UK, Kids Help Phone,, and, have come together to work with The Mental Health Fund.

As a result of the coronavirus pandemic, these organizations experienced a collective 40% increase in texter volume in March and April.

The data from these crisis lines’ conversations demonstrates the mental health impact of this pandemic and the quarantines:

Anxiety is the top issue right now. 78% of conversations indicate anxiety. Financial stress is a large portion of this anxiety.

Impoverished people are in acute pain. Currently 32% of texters in the USA report their household income is under $20,000 annually.

Quarantines are causing hardship as people may be sheltering in place with abusers. In March these hotlines saw a collective increase in conversations about emotional and physical abuse.
“The virus itself is awful and causing anxiety and grief and then the quarantines and financial ruin is causing different intense pain,” said Nancy Lublin, CEO and Co-Founder of Crisis Text Line. “We’re here for all of it. Bring it on. We got you.”

“Physical distancing is tough on everyone, but it’s particularly challenging for those who are anxious about reaching out for help,” said Dave McKay, President and CEO of RBC. “By supporting The Mental Health Fund, RBC is helping make sure resources are available for those struggling with the day-to-day challenges of a more isolated world. We encourage everyone to seek the support they need, when they need it.”

“We are so honoured to support the critical work of the incredible people behind The Mental Health Fund. There has never been a more important time for their work. Mental health support will be needed for years to come, and we all should get behind their mission to ensure everyone can receive quality support 24/7.” Richard Branson, Founder of Virgin Unite.

“During these unprecedented times filled with worry and fear there is support 24/7 to help with any issue big or small,” said Katherine Hay, President and CEO of Kids Help Phone. “We understand days are filled with isolation and uncertainty. Together we will get through this crisis and Kids Help Phone is there every step of the way. We are grateful for The Mental Health Fund during this extraordinary time.”

These organizations recruit, train, and support volunteers who comfort texters struggling to cope with anxiety, depression, substance abuse, suicidal ideation, domestic violence, eating disorders, or other mental health challenges. Since 2013, Crisis Text Line and its affiliate partners Kids Help Phone, Shout, and have trained over 30,000 volunteers and exchanged over 150 million messages by text with people in pain.

Your support is greatly appreciated! To learn more about The Mental Health Fund, visit GoFundMe: If you’re interested in promoting on social media, please find social language and assets HERE.

About Crisis Text Line
Crisis Text Line provides free, 24/7, confidential support for people in crisis via text. Crisis Counselors complete a 30-hour training and have 24/7 supervision by full-time Crisis Text Line mental health professionals. In the US, Text CRISIS to 741741 24/7 a week to be connected to a trained Crisis Counselor. Crisis Text Line launched in 2013 in the United States and in 2020 in Ireland. Shout and Kids Help Phone are affiliate partners of Crisis Text Line, offering the service in the UK and Canada.

About Kids Help Phone
Kids Help Phone is Canada’s only 24/7 national service offering professional counselling, information and referrals and volunteer-led text-based support for young people. Kids Help Phone’s free, confidential services are available in both English and French. Kids Help Phone is a registered Canadian charity, and raises the majority of revenue from individuals, foundations, corporations and community fundraising.

About Shout
Shout is the UK’s first free 24/7 text service for anyone in crisis anytime, anywhere. We offer in the moment help for times when life gets overwhelming and you need immediate support. Shout is powered by a team of Crisis Volunteers, who are at the heart of this service. We take people from crisis to calm every single day. Shout exists in the US as Crisis Text Line, but this is the first time this tried and tested technology has come to the UK.

About is Ireland’s leading youth website by young people, for young people with over 1.6 million readers in 2019. and Crisis Text Line (Ireland) are projects of Community Creations CLG, a registered charity in Ireland funded in part by the Health Service Executive (HSE) and the Department of Children & Youth Affairs.

Kraft Heinz Canada Supports Local Businesses With Ads

“Kraft Heinz Canada is putting aside creative for its peanut butter brand to instead urge Canadians to “stick together” with small businesses – and it’s using some of its marketing assets to help the cause”, reports this article in Strategy Online.

According to the article, Kraft Heinz had another ad it had planned to be in market during this time for Kraft Peanut Butter, but decided to scrap it in favour of one that will be offering free content and paid amplification to restaurants and bakeries offering takeout and delivery during the pandemic.

Canadian Tire’s $5 Million Donation Announced In New Ad

Canadian Tire is donating $5M to Canada’s Frontline Healthcare and Community Workers and has published a new ad.

According to this article in Strategy Online,

The ad – created by Taxi – shows families spending time with each other inside their homes, backyards and over video chat, doing their best to maintain the “values” they have always lived by, like doing things for the people they love. The company then pledges to do what it can to help them do that, because “values matter more now than ever…not because we’re Canadian Tire, but because we’re Canadian.”

Hallmark Provides Canadians with Opportunity to Say “Thank You” with 150,000 Card Donation

Free three-card packs available for people to share gratitude with health care workers, teachers, postal service employees, delivery drivers, grocery store staff and other heroes

Hallmark Canada Card (CNW Group/Hallmark Canada)

TORONTO, April 17, 2020 /CNW/ – Hallmark Canada announced today that it will give away 150,000 cards to provide Canadians with a way to share gratitude for people who are going above and beyond to help support others during this time.

“Like so many Canadians across the country, we have been feeling an immense amount of gratitude and respect for the heroes on the front lines,” said Carolyn Spriet, President, Hallmark Canada. “All over Canada, essential workers are rising to the occasion to help us get through this challenging time, and all of them deserve our heartfelt thanks for their courage and commitment to their communities.”

The 150,000 card giveaway is part of a Hallmark initiative to help people, all over North America, share messages of gratitude and support during this time of uncertainty. Hallmark’s initial card giveaway, launched in the United States to help people connect with friends and loved ones, received an overwhelmingly positive and unprecedented response, with all 2 million cards claimed in less than a week.

“A word of thanks can make a world of difference, and there is nothing more Canadian than to say thank you. We are beyond excited to provide Canadians with an opportunity to share their gratitude and support for the heroes in their grocery stores, senior care centres, hospitals and others in their local communities.”

Anyone in Canada who would like to show their thanks and help spread gratitude can go to to sign up to receive a free three-pack of gratitude cards, while supplies last. No purchase necessary. Kindness and intent to put more appreciation in the world is all you need to participate. Check out stories of gratitude and share your own using #CareEnough.

About Hallmark Canada
Hallmark Canada has been helping Canadians with their social expression needs for more than 100 years. The true heritage of Hallmark is deeply rooted in Canada. Equipped with only 125 card designs and 10 employees, the William E. Coutts Company sold greeting cards across Canada (1916 — 1931). In the 1930’s, the company merged with family-owned Hallmark Cards, Inc. Headquartered in Kansas City, Missouri and employing more than 28,000 worldwide, the approximately $4 billion company operates a diversified portfolio of businesses. Today, Hallmark Canada sells products in more than 3,000 locations across Canada.

TELUS commits $10 million for COVID-19 response

Donation from the TELUS Friendly Future Foundation addresses public healthcare crisis and supports community needs.

Vancouver – In response to the COVID-19 pandemic, our TELUS Friendly Future Foundation has announced a $10 million commitment to help urgently support and enhance public healthcare capacity and community response across Canada. This new funding will go toward purchasing new medical technology and equipment, such as ventilators, as well as increased support for food security, outreach to isolated seniors, virtual education programs, and mental health initiatives. Today’s announcement builds on the considerable efforts currently underway by our TELUS team in respect of providing telemedicine and virtual healthcare solutions for Canadians, including home health monitoring and access to one-on-one video consultations with a licensed doctor at no cost on their smartphone and from the comfort and safety of their own home. These efforts will ensure that the full force of our 2020 impact is concentrated on one singular focus of increasing our collective ability to respond to the COVID-19 public health crisis.

“During this unprecedented time of crisis, and reflecting our world-leading philanthropy and volunteerism in helping our fellow citizens, we are taking responsibility to ensure our communities are fully supported. Our $10 million commitment will enable swift funding solutions where they are needed most,” said Darren Entwistle, President and CEO. “Whether providing frontline healthcare workers and vulnerable populations with supplies and technology that will keep them safe, or supporting those who are isolated and at risk during this time with virtual healthcare and mental wellness support, we will do whatever is required to help our citizens and save lives. The TELUS family is here for you: we will stand with our communities through the full duration of the COVID-19 crisis and well beyond, as we have always done. Please, be safe and stay connected, virtually, to your friends, family and those who need our support.”

For the latest information about TELUS’ support during the crisis, visit


TELUS (TSX: T, NYSE: TU) is a dynamic, world-leading communications and information technology company with $14.7 billion in annual revenue and 15.2 million customer connections spanning wireless, data, IP, voice, television, entertainment, video and security. We leverage our global-leading technology to enable remarkable human outcomes. Our longstanding commitment to putting our customers first fuels every aspect of our business, making us a distinct leader in customer service excellence and loyalty. TELUS Health is Canada’s largest healthcare IT provider, and TELUS International delivers the most innovative business process solutions to some of the world’s most established brands.

Driven by our passionate social purpose to connect all Canadians for good, our deeply meaningful and enduring philosophy to give where we live has inspired our team members and retirees to contribute more than $700 million and 1.3 million days of service since 2000. This unprecedented generosity and unparalleled volunteerism have made TELUS the most giving company in the world.

For more information about TELUS, please visit, follow us @TELUSNews on Twitter and @Darren_Entwistle on Instagram.

For more information, please contact:

Doug Self

TELUS Public Relations


Walmart Canada announces goal of 13 million meals to Fight Hunger. Spark Change. in 2019

  • Walmart to match funds donated, up to a maximum contribution of $820,000
  • All food and monetary donations raised stay local to support Food Banks Canada’s affiliate food banks and agencies from coast-to-coast.

MISSISSAUGA, ON, Feb. 14, 2019 – Everyone faces choices every day, but no family should have to choose between food and shelter or other necessities. Today, Walmart Canada launched its third annual Fight Hunger. Spark Change. national fundraising campaign calling on Canadians to join the fight against hunger. Running from February 14 – March 13, Walmart is setting out to raise enough funds to secure 13 million meals for Canadian families in need through Food Banks Canada and its network of more than 600 affiliated food banks. Together with customers, associates and vendors, the Fight Hunger. Spark Change, campaign has provided 20 million meals over the past two years.

“Walmart Canada is committed to supporting the fight against food insecurity in Canada and providing access to good, safe food in communities across the country,” said Lee Tappenden, president and CEO of Walmart Canada. “We share Food Banks Canada’s vision of a Canada where no one goes hungry and are proud to work alongside our vendors, customers and associates to make a concerted effort to help overcome food insecurity.”

More Information
Customers are invited to join in the fight against hunger with Walmart, its vendor partners and Food Banks Canada. Customers can participate in four ways:

Purchase participating products: For every purchase (in-store and online at of select products, participating brands will donate a portion of the proceeds to Food Banks Canada, up to a maximum of $1.35 million. Partners include: Canada Bread, Catelli Foods, ConAgra, Dare, Ferrero Canada, Hershey, Lassonde, Maple Leaf Foods, French’s, Mondelez, Nestle Waters, Old Dutch Foods, Smuckers, Starbucks and Unilever.

Donate at the register: Customers will also be offered the opportunity to round up their purchase at the register to the nearest dollar. Funds donated will be matched by Walmart Canada, up to a maximum of $820,000. All funds stay local – donations made in store by customers and matching support from Walmart Canada will support local food banks.

Donate online at Customers can add $1, $2 or $5 donation to their online shopping cart.

Drop off food donations: Walmart stores will be accepting non-perishable food donations for local food banks. A donation bin can be found at the front of each store.

Walmart is also donating $100,000 to Food Banks Canada’s retail food program. Walmart stores are paired with local community food banks to provide safe, quality food, including fresh, frozen, and non-perishable foods, and consumer goods. In addition, the company is also donating $80,000 to support Food Banks Canada’s National Food Sharing System, which helps to move approximately 10 million pounds of food annually.

“With the use of food banks stubbornly persistent across Canada it is now more important than ever to offer support to those who need it most, ensuring they get what they need to feed themselves and their families,” said Chris Hatch, Chief Executive Officer of Food Banks Canada. “Walmart Canada has continued to champion for hunger relief through their support with this campaign and their encouragement of Canadians to donate to local food banks.”

Walmart supports local food banks and hunger relief for Canadians
Today’s Fight Hunger. Spark Change. campaign announcement builds on Walmart’s continued effort to providing support for hunger relief in Canada. Walmart has a global commitment to providing meals to those in need. Walmart and the Walmart Foundation are working to address food waste and food insecurity by supporting the work of the food bank network across Canada.

Since 2011, Walmart stores have donated more than 16 million pounds of food and $10.5 million to food banks across the country. Walmart stores pair with a local food bank and ensure good food is donated to those who need it most. Walmart Canada and the Walmart Foundation also support the efforts of the food bank network to help food banks keep food fresh and safe during transport and distribute it to those in the community who need it most. Ina addition, the Walmart Foundation has invested nearly $6 million to build capacity among Food Banks Canada affiliate food banks, meaning more trucks, more refrigerators and more people to get food from all sources to those who need it most. These grants from the Walmart Foundation are the first step in a multi-year, multi-million-dollar commitment to strengthen food security in Canada.

About Walmart Canada
Walmart Canada operates a chain of 410 stores nationwide serving more than 1.2 million customers each day. Walmart Canada’s flagship online store,, is visited by 750,000 customers daily. With more than 85,000 associates, Walmart Canada is one of Canada’s largest employers and is ranked one of the country’s top 10 most influential brands. Walmart Canada’s extensive philanthropy program is focused on supporting Canadian families in need, and since 1994 Walmart has raised and donated more than $350 million to Canadian charities. Additional information can be found at, and at

About Food Banks Canada
Food Banks Canada supports a unique network of over 3,500 food-related organizations in every province and territory that assists more than 860,000 Canadians each month. Together this network shares over 200 million pounds of essential safe quality food annually, provides social programs that help to foster self-sufficiency, and advocates for policy change that will help create a Canada where no one goes hungry. Visit for more information.

Canada Goose Launches New Social Entrepreneurship Program

First of its kind program showcases Inuit craftsmanship on global scale; donates 100% of Proceeds to Inuit Communities in Canada

PRNewswire/ – Canada Goose today announced the launch of its new social entrepreneurship project for Canada’s North — Project Atigi. The first of its kind in Canada, Project Atigi was born in the north, created by the north and for the north. Designed to celebrate Inuit craftsmanship – the original parka makers – the project features the global release of a one-of-a-kind collection hand-made by expert seamstresses.

Building on the company’s more than 10-year commitment to Canada’s North, Canada Goose commissioned 14 seamstresses representing nine communities across the four Inuit regions – Inuvialuit, Nunatsiavut, Nunavut, and Nunavik – to create bespoke parkas using their traditional skills and unique designs, and Canada Goose materials. The exclusive collection includes anoraks, parkas and traditional amauti-style jackets – for men, women and children – many adorned with artistic embellishments and crafted from patterns that have been passed down from generation to generation. All proceeds from the sale of the collection will go to Inuit Tapiriit Kanatami, the national representational organization that works to improve the health and wellbeing of Inuit in Canada through research, advocacy, public outreach and education.

“Canada Goose was built in the North and we have a responsibility to be a meaningful part of the community that we call home. For more than 10 years, Arctic stewardship has been woven into the fabric of our business and Project Atigi is our way of leveraging our entrepreneurial success to expand theirs,” said Dani Reiss, President & CEO, Canada Goose.

This initiative continues the company’s long-standing commitment to supporting the North. For more than 10 years, through its Resource Centre Program, Canada Goose has donated more than two million metres of materials to northern communities across the Arctic. Project Atigi was inspired by this commitment and the relationships the brand has cultivated in the North – two of the seamstresses featured in Project Atigi helped inspire the Resource Centre Program.

Starting early February, the Project Atigi collection will be showcased in Canada Goose stores around the world and available for purchase on

About Canada Goose Inc.

Founded in a small warehouse in Toronto, Canada in 1957, Canada Goose has grown into one of the world’s leading makers of performance luxury apparel. Every collection is informed by the rugged demands of the Arctic and inspired by relentless innovation and uncompromised craftsmanship. From Antarctic research facilities and the Canadian High Arctic, to the streets of New York, London, Milan, Paris, and Tokyo, people are proud to wear Canada Goose products. Employing more than 3,400 people worldwide, Canada Goose is a recognized leader for its Made in Canada commitment, and is a long-time partner of Polar Bears International. Visit for more information.

Thanks a billion Canada! Total Bell Let’s Talk Day messages of support reach 1,013,915,275, Bell’s funding for Canadian mental health now at $100,695,763.75

  • Led by the Friends of Bell Let’s Talk, Canadians everywhere and people worldwide took the biggest mental health conversation anywhere to new heights
  • Talk, text and social media interactions yesterday reached 145,442,699 – social media engagement on Twitter, Facebook, Instagram and Snapchat grew to 27,477,153, up 13% ; #BellLetsTalk the top Twitter trend in Canada and worldwide
  • Record social engagement driven by the Bell Let’s Talk Day 2019 video featuring Alessia Cara, Anderson Cooper, Ellen DeGeneres, Lisa LaFlamme and Seth Rogen plus Howie Mandel and other members of the Bell Let’s Talk team
  • Bell donations of 5 cents per interaction means another $7,272,134.95 for mental health programs, bringing Bell’s total funding commitment to $100,695,763.75

It was another Bell Let’s Talk Day for the record books as people throughout Canada and beyond talked, texted and engaged across social media in the mental health conversation –145,442,699 messages of support that increased total Bell Let’s Talk Day interactions since our first annual event in 2011 to 1,013,915,275.

With Bell donating 5 cents to Canadian mental health programs for each interaction, funding grew by another $7,272,134.95. Total Bell Let’s Talk funding now stands at $100,695,763.75, which includes Bell’s original $50 million donation to launch the initiative.

“What a remarkable day for mental health! Thank you everyone for embracing those who struggle with mental illness, for helping to change attitudes and fight the stigma, and for helping drive Bell’s donations to mental health by making your voice heard,” said Mary Deacon, Chair of Bell Let’s Talk. “Not only did we achieve significant new milestones in participation and Bell funding, Canada’s leadership in growing the mental health conversation is clearly capturing the attention of the world.”

Between midnight in Newfoundland and Labrador and midnight in British Columbia, there were 145,442,699 eligible Bell Let’s Talk interactions, an increase of more than 5% over last year. Eligible interactions include Bell mobile calls, long-distance calls and texts, as well as tweets, retweets, filters, frames and video views on Twitter, Facebook, Instagram and Snapchat, all at no charge to participants beyond what they would normally pay their provider for phone or online access.

Social media leads the way
Social media engagement on Bell Let’s Talk Day was up significantly to 27,477,153 interactions, an increase of 13% over 2018. Viewings of the official Bell Let’s Talk video on social media were also up approximately 50% compared to Bell Let’s Talk Day last year.

This year’s English-language video featured Alessia Cara, Anderson Cooper, Ellen DeGeneres, Lisa LaFlamme and Seth Rogen with Bell Let’s Talk team members Mike Babcock, Manon Charbonneau, Denni Clement, David K. Henry, Chris Johnson, Queena Lau, Howie Mandel and Souad Saidj. The French-language video featured Adib Alkhalidey, Luc Bellemare, Sophie Cadieux, Guy Carbonneau, Véronique Cloutier, Gilbert Delorme, Jonathan Drouin, François Gagnon, Julien Lacroix, Marie-Mai, Herby Moreau and Alexandre Taillefer with the Bell Let’s Talk team of Étienne Boulay, Marie-Soleil Dion, Patricia Lemoine, Michel Mpambara and Stefie Shock.

Prominent influencers grow the conversation
Helping drive engagement were tweets from prominent leaders including Prime Minister Justin Trudeau, Governor General Julie Payette, and the Royal Family with a tweet from the Duke and Duchess of Cambridge Will and Kate and the Duke and Duchess of Sussex Harry and Meghan.

They were joined by political leaders from every party – federal, provincial and territorial – mayors and councillors, sports teams, associations and athletes, government departments, the Canadian Armed Forces and Royal Canadian Mounted Police, major Canadian corporations, healthcare leaders, unions, students and educators, and entertainers and celebrities from around the world. Please visit to see highlights.

“As a Friend of Bell Let’s Talk, I am so happy to be part of the campaign and see first hand the support and engagement of so many people in moving the mental health conversation forward,” said Daniel Limoges, who delivers mental health training at Université de Sherbrooke and shared his story of depression and anxiety in this year’s Bell Let’s Talk Day campaign. “From my own experience, I know how important it is to talk about the reality of mental illness so that others will have the courage to get the help and support they need. On behalf of all the Friends of Bell Let’s Talk, I encourage everyone to keep talking – because I can tell you, it helps.”

The 2019 Bell Let’s Talk team
Bell Let’s Talk spokespeople, ambassadors and Friends joined Canadians across the country yesterday, increasing awareness and support for Canadian mental health by hosting events, visiting students and young people, performing concerts and talking to media.

We offer heartfelt thanks to Bell Let’s Talk spokespeople Michael Landsberg, Howie Mandel, Mary Walsh, Stefie Shock, Michel Mpambara, Marie-Soleil Dion and Étienne Boulay, and community ambassadors pro golfer Andrew Jensen, comedian Kevin Breel, CFL veteran Shea Emry, Toronto Maple Leafs head coach Mike Babcock, singer-songwriter Séan McCann, veteran Bruno Guévremont, actress Jessica Holmes, musician Florence K and actress Veronique Bannon, for sharing their personal stories and encouraging all Canadians to get engaged and talk about mental health.

New funding projects announced for Bell Let’s Talk Day
In the lead up to Bell Let’s Talk Day 2019 we announced funding for several new mental health projects:

  • A joint $1 million donation with the Manitoba Government to expand mental health services for children, youth and families in Manitoba through Strongest Families Institute, a Bell Let’s Talk partner that also serves the Atlantic provinces
  • A $500,000 donation to the Centre for Research and Intervention on Suicide, Ethical Issues and End-of-Life Practices (CRISE) at the Université du Québec à Montréal (UQAM) to support suicide prevention research
  • A $500,000 partnership with the Ottawa Senators Foundation and the Danbe Foundation for the creation of the Youth Services Hub at Youth Services Bureau for homeless youth in Ottawa
  • A $300,000 donation to CHEO to support the Choice and Partnership Approach (CAPA) program to help reduce wait times and improve access to mental health care
  • A $300,000 donation to 3 Montréal organizations delivering mental health services to homeless people through the Programme de réaffiliation en itinérance et santé mentale (PRISM)
  • A $200,000 partnership with the City of Winnipeg to support Bear Clan Patrol to expand mental health outreach to vulnerable people in Winnipeg

The Bell Let’s Talk Community Fund
The Bell Let’s Talk Community Fund, which supports local mental health programs throughout Canada, is open for applications. Registered charities are invited to apply for a grant up to $25,000. Since 2011, the Bell Let’s Talk Community Fund has supported more than 500 local and grassroots mental health organizations in every region of the country.

The 2019 application period is open until March 15 and all 2019 Community Fund grants will be disbursed before December 31, 2019. To apply for funding, please visit

Watch Bell Media specials about mental health
In Their Own Words: A Bell Let’s Talk Day Special, hosted by CTV Your Morning’s Anne-Marie Mediwake and featuring stories from Canadians living with mental illness, aired in prime time last night on CTV and CTV 2 and is now available on, the CTV app and YouTube, as well as on Crave, where viewers can also watch previous Bell Let’s Talk Day specials.

Olympic medalist Sylvie Fréchette and comedian Félix-Antoine Tremblay hosted Quand la maladie mentale s’invite, a documentary about Québec making a difference in mental health. Aired last night on RDS, Canal Vie, Z and Canal D, the special is now available to stream on,, Canal Vie, Z and Canal D.

About Bell Let’s Talk
The Bell Let’s Talk mental health initiative is based on 4 action pillars: anti-stigma, care and access, research, and workplace leadership. Bell Let’s Talk was launched in September 2010 as a 5-year program with a $50 million initial donation from Bell and a commitment to grow its funding based on the engagement of Canadians on Bell Let’s Talk Day.

In 2015, Bell announced it would extend the Bell Let’s Talk initiative a further 5 years and commit to at least $100 million in funding for Canadian mental health. With a new grand total of $100,695,763.75 following Bell Let’s Talk Day 2019, we’ve already surpassed our objective!

To learn more about Bell Let’s Talk, please visit

Yop targets convention-breaking teens

With “For the Better,” the yogurt brand takes a stand for youth working to change the world.

General Mills drinkable yogurt brand Yop is telling the stories of the next generation in its latest national campaign.

The “For the Better” campaign, which includes a series of four co-branded videos in French and English, was created by agency Cossette and Vice Media’s Montreal office.

The two-part campaign includes an integrated brand content piece called “Game-Changers,” which shows a close relationship between 11-year-old Josiah and his father, as well as a mini-documentary series which highlights youth like Evelyn Sifton, a 23-year-old transgender cyclist and LGBTQ activist, Sarah Fournier, a 22-year-old special education teacher and boxer, and Jerimy Rivera, a 24-year-old  Montreal-based ballet dancer.

Read full article on Strategy Online

Jays Care Foundation spotlights ‘Unstoppable Kids’

The charitable arm of the Toronto Blue Jays is promoting its work with a more consistent brand platform.

Each year, Jays Care Foundation, the charitable arm of the Toronto Blue Jays, helps approximately 65,000 children within marginalized communities across the country through baseball programming.

However, Jays Care supporters aren’t necessarily aware of the charity’s national scope, says Ben Sibley, digital marketing specialist at Jays Care Foundation. He says that past marketing efforts have been tied more directly to its individual programs, such as Rookie League, Challenger Baseball, Home Run Scholars, Girls At Bat and James Bay Girls At Bat.

“The challenge is that there’s a lot of different messages going out,” he says. “As the charitable arm of Canada’s only MLB team, we deal with all of those different groups. The challenge for us was to come up with one consistent and cohesive message that could tie all that together.”

Read full article on Strategy Online