Indicates required field

Tell us more about you, your interest, your ambition

Ugly Truths

Holiday Sweater

CLIENT
Canadian Mental Health Association
PROGRAM
Ugly Truths Holiday Sweaters
DATE
November 2021 to January 2022
Ugly Truth Holiday Sweater Video Thumbnail

Challenge & Goal For many Canadians, the holiday season isn’t a time of cheer. The CMHA wanted to balance the conversation so people in need of help would know they weren’t alone and that resources were available.

ugly
ONE IN TWO
ugly
ONE IN TWO
ugly
ONE IN TWO
ugly
ONE IN TWO
ugly
ONE IN TWO
ugly
ONE IN TWO
ugly
ONE IN TWO
ugly
ONE IN TWO
ugly
ONE IN TWO

Canadians suffer from anxiety, depression, or loneliness

Insights & strategy While media narratives focus on gift ideas and family gatherings during the holidays, 1 out of 2 Canadians suffer from loneliness, anxiety and depression at this time of year. Rather than fight the festive spirit, we used a holiday icon as a trojan horse for national media and social influencers to bring attention to the “ugly” side of the season and let people know there was support available.

Execution We used the iconic “ugly holiday sweater” to highlight the darker side of the festive season and sent one to influential mental health advocates, who then posted selfies on their social pages. Soon, our sweaters and the campaign hashtag #uglyholidaytruths were all over social media and traditional media.

From December 14 to 28, with $0 for media or influencer partnerships, we generated:

67,000,000

organic impressions

164

influencer posts

86

minutes of unpaid national TV coverage

240

earned media placements across broadcast, radio, and print

9%

earned media placements across broadcast, radio, and print