Mental illness is challenging for people to donate. It is hard to understand, as it consists of a spectrum of unique illnesses. The more commonly experienced (depression, anxiety) aren’t seen as urgent as fighting cancer or youth illness. And other illnesses like addiction, personality disorders, and schizophrenia are fraught

We launched our campaign on World Suicide Prevention Day with a 60 second television commercial that introduced our message 'Not suicide. Not today' that showed the statistics and highlighted the impact that suicide has on all segments of society, making it more relevant to all Canadians.

We needed to shine a spotlight on how suicide leaves nobody untouched.