Canadian Mental Health Association of British Columbia
ROLE: DIGITAL STRATEGIST
Agency: Cause+Affect
To address the stigma around mental health and substance use while fostering meaningful conversations among men aged 25-50, I was approached to create a digital campaign designed to encourage help-seeking behaviors, combat loneliness, and share supportive resources with individuals and their loved ones.
Launched during Men’s Mental Health Month in June 2024, this integrated campaign combined compelling storytelling, targeted advertising, and community-focused content to drive awareness, engagement, and action. The campaign emphasized the importance of connection, resilience, and accessing available support systems.
Authentic narratives showcased men sharing their mental health journeys, reducing stigma and inspiring others to seek support. Educational content highlighted the dangers of the toxic drug crisis and provided clear calls-to-action, encouraging resource engagement, summit attendance, and content sharing. The campaign’s targeted digital advertising leveraged platforms on Meta, prioritizing mobile-first designs to reach the core audience effectively.
The campaign achieved impressive results, with 82% of website traffic driven by paid advertising, 68% coming from Facebook, and a 15% conversion rate resulting in 320 outbound clicks to resources. Social engagement ranked the campaign #2 site-wide and #3 for event actions on the landing page, underscoring its impact. Additionally, the half-day summit was successfully integrated into the campaign narrative, increasing participation and awareness among key demographics. By combining authentic storytelling, audience-specific advertising, and event promotion, the campaign not only raised awareness but also spurred conversations and resource engagement, creating a lasting impact on men’s mental health advocacy.