Advocacy Campaign
In British Columbia, mental health challenges affect nearly one million people - a staggering figure that demands immediate attention and action. Our team partnered with CMHABC and a coalition of stakeholders to transform complex policy recommendations into a powerful, accessible message that would resonate with British Columbians from all walks of life.
Visual Storytelling for Impact
Our video production approach focused on creating an inclusive visual narrative that represented the diverse communities of British Columbia. We carefully selected imagery and examples that would resonate across different regions, age groups, and cultural backgrounds, ensuring that every British Columbian could see themselves reflected in the campaign.
Making Statistics Personal
The challenge was clear: how do we make the number "one million" feel real and relevant to BC residents? Our solution was to ground this abstract figure in familiar, local contexts that would immediately resonate with our audience. We drew powerful comparisons that brought the statistics to life.
From Policy to People
The campaign's core strength lay in its ability to distill complex policy recommendations into three clear, actionable pillars. Rather than dwelling on problems, we emphasized solutions and hope. The campaign acknowledged that we already have the tools and knowledge to address mental health challenges - what we need now is proper implementation and investment.
Call to Action
The campaign culminated with a clear path forward through BCWeCare.ca, inviting British Columbians to demonstrate their support for better mental health care. This approach transformed complex policy recommendations into a compelling narrative that not only educated but also empowered viewers to take action.
