Bell: Let's Talk

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Section I — Basic information

Business Results Period (Consecutive Months): February 8 2012

Start of Advertising/Communication Effort: January 16 2012 – February 11 2012

Base Period as a Benchmark: February 9 2011 (the first edition of Let's Talk)

Section II — Situation analysis

a) Overall Assessment

In Canada, one out of every five people will suffer from mental illness during their lifetime.

Three of them will suffer in silence, left in the cold, judged and rejected by society because the subject, widespread as it is (every day, 500,000 Canadians are absent from work due to a form of mental illness), remains a taboo few people are willing to discuss.

Not only was the issue critically underfunded in relation to the proportion of affected Canadians, but the stigma around it meant it was a silent evil affecting our lives.