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CAMH - rabi - (2018) 4:17 (Canada)

Zulu Alpha Kilo’s internal content studio, Zulubot, also produced a branded content series that tells the stories of three Canadians who each have experienced the gaps between the way we view physical illness and mental illness. Rabi Qureshi, who finds less support for her mental illness than her previous bouts with cancer. Lisa Boltman, who receives treatment for the physical symptoms of her eating disorder while struggling to find treatment for its mental illness origins. And retired NHL goaltender, Corey Hirsch, who struggled in silence during the heights of his NHL career.


In out of home and on social, the campaign asks a series of thought-provoking questions like “Why do physicals cover our bodies but ignore our heads?” while encouraging Canadians to rally online around the hashtag #MentalHealthIsHealth. Other campaign elements include six- and 15-second online video, and social content.


“The campaign highlights powerful stories and asks some powerful questions. CAMH is Canada’s leader in mental health research and care so we’re proud to work with them, and get people talking about mental illness as much as they talk about physical illness,” said Zulu’s Founder & Chief Creative Officer/CEO Zak Mroueh.


To support the new brand platform and mission, Zulu was also responsible for leading the complete overhaul of CAMH.ca, including strategy, user experience, user interface design and high-level content strategy and creation. The new site merges multiple properties under a single domain, creating a new national front door for CAMH and making it easier for the public to find hospital programs and services, access mental health resources, and understand the full breadth of the issues and what they can do to get involved. Website programing was handled by MNP. Media was handled by UM and the campaign runs until August 31st.

Client (Company): CAMH

Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Creative Director/Art Director: Catherine Allen     

Creative Director/Writer: Ian Simpson, Jon Webber (website)

ACD/Art Director: Marcelo Mariano (website)

Designers: Ryan Booth, Marcelo Mariano, Jack Curtis

Art Director: Manali Kulkarni 

Writer: Dylan Verwey, Peter Giffen (website)

Agency Producer: Jac Benoit, Teresa Bayley, Ola Stodulska, Nadaa Baqui

Clients: Danielle Donadio, Lori Spadorcia, Robin Rowe, Rino La Grassa, Robin Rowe, Dr. Ivan Silver, Dr. Damian Jankowicz

Account Team: Mike Sutton, Rob Feightner, Hillary Roberts, Violet Karbalaei, Eric Kormos, Ola Stodulska

Strategy Team: Tim Hopkins, Sean Bell, Heidi Philip

UX: Vergel Evans

Media Agency: UM

Media Agency Planner: Kate Mateer, Emily Strongitharm

Production House: Untitled Films (TV), Zulubot (Branded Content)

Director: Caitlin Cronenberg (TV), Director: Barbara Shearer (Branded Content)

Executive Producer: Lexy Kavluk (TV)

Line Producer: Jennifer Walker (TV)

Production House Producer: Jenna Peel (Branded Content)

Director of Content: Cary Smith

Director of Photography: Kris Bonnell (TV), James Arthurs (Branded Content)

Casting Facility: Ground Glass Media (TV)

Casting Director: Andrew Deiters (TV)

Editorial Company: Zulubot 

Editor: Marissa Bergougnou (TV) Jay Baker, Max Lawlor, Robbie Haring, Kaisa Pitsi, Jarvis Alston (Branded Content)

Post Production Facility: The Vanity (TV), Jarvis Alston (Branded Content)

Executive Producer: Stephanie Pennington

Post Producer: Hannah Bird

Compositor: Michael Medeiros

Colourist/Transfer: Andrew Exworth

Audio Post Facility/Music House: Cylinder Sound

Audio/Music Director: Brad Nelson

Engineer: Joshua Mancuso (TV), Stephen Stepanic (Branded Content)

Photographer: Anthony Gallucci

Studio Artist: Anna Harju

Interactive Programming: MNP LLP

Interactive Producer: Lisa Prentiss

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