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If you didn’t listen to the radio, watch the news, or read about it online somewhere, Bell Media launched a viral campaign called, “Let’s Talk Day”, to raise awareness for mental health. There are a lot of note-worthy causes that are supported by big names, but this has by far gotten much more attention and reach than other one-day campaigns. By mid-day, the campaign had already received 32M shares and raised $1.6M. Not only are advertisements being shared on Facebook, and hashtag BellLetsTalk trending on Twitter, but in order to promote mental health, professionals are going to public schools to speak to young minds about the initiative.

While Bell is supporting a great cause by raising social awareness on an increasingly significant issue.

Bell is putting their money where their network is. They are supporting the cause by donating 5 cents for every share, like, hashtag, etc. that this campaign receives today. This incentive makes an already shareable notion, easier to share. They are also leveraging the upcoming Olympic games with the choice of spokesperson.

If you have not already seen it, here are one of the ads:
Mental health conditions are comparable to physical health conditions in many ways: they take many forms, they are distinct from the people who experience them (so we refer to “an individual with schizophrenia” rather than “a schizophrenic”), and they are treatable. For more information, visit CMHA’s website.

Bell created a subpage for this campaign that tracks the social reach of the “Let’s Talk” initiative. Visiting it throughout the day has definitely been inspiring for users to continue sharing the stories and raising awareness for the cause of mental health.

On top of the social media incentives of donating 5 cents each, Bell will also be donating 5 cents for every text message sent and mobile or long distance call made (by Bell customers only) today. If that isn’t a way to encourage talking, I don’t know what is!

There are many questions I would like to ask, among them:
How do you feel about this type of approach for the cornerstone of a campaign? Did you take part in this campaign? How successful was your reach?