Mental Health Week
CMHA wanted to have a bigger impact for mental health week and develop a campaign that would encourage CMHA involvement at the local level. An innovative social media campaign and a provocative question helped to make the annual Mental Health Week a huge success. With the ultimate goal to shift people’s perceptions and behaviours related to mental health and mental illness, we designed a campaign for CMHA that asked Canadians how they really feel and challenged them to answer the question, “Are you fine or phine?” The question caused people to talk more openly and honestly about their mental health. Campaign materials defined “phine” as “saying you’re fine when you are not” and featured a video to help people relate to reallife situations where somebody may say they are “fine” when they are not. A realtime interactive tool was also created allowing the Mental Health Week (MHW) website visitors to simply and anonymously register whether they were “phine” or fine. Once they recorded how they felt, they were directed to the many mental health resources available on the website and asked to provide their contact information to receive future MHW updates and additional information from CMHA.