Challenge & Goal
The Canadian Mental Health Association (CMHA) is a national organization dedicated to promoting mental health, offering Canadians the support and resources they need to be proactive about their mental health before mental illness can take hold.
While many Canadians experience a decline in their mental health during the holiday season, each year CMHA is challenged to reach those in need during this time given the media's focus on the more "positive" seasonal narratives. It needed a way to balance the conversation so those who needed help knew they weren't alone and resources are available.