Campaign: Let’s Talk
Company: Bell Canada
Nonprofit Partner: Various
Launch Date: January 28, 2014
In support of Canadian mental health, on January 28, Canadian communications company Bell donated 5 cents for every text, mobile call, and long distance call by Bell and Bell Aliant customers. Additionally, every tweet using #BellLetsTalk, and every Facebook share of the Bell Let’s Talk Day image also unlocked a 5 cent donation. Bell has now committed $62,043,289.30 to Canadian mental health based on its original $50-million donation plus the results of the last 3 Bell Let’s Talk Days: $3,303,961.80 in 2011; $3,926,014.20 in 2012; and $4,813,313.30 in 2013.
Sensitive topics like mental health undoubtedly raise the suspicions of cause skeptics. This effort is no exception. In the grand scheme of cause efforts, however, Bell is putting both its money and communications power behind destigmatizing mental illness. This campaign is an excellent example of why a company should incentivize individuals to share a cause-focused message vs. making a behind-the-scenes donation. By any standard, a $60+ million contribution is significant. Bringing the issue of mental illness into the public spotlight? Priceless.