Case Study: Canadian Mental Health Association raises awareness of holiday mental health struggles with Citizen Relations

Canadian Mental Health Association generates 67,000,000 organic impressions with Citizen Relations

The Canadian Mental Health Association (CMHA) faced the challenge of balancing the holiday conversation to support the one in two Canadians who suffer from anxiety, depression, or loneliness during the festive season. The vendor, Citizen Relations, was tasked with using an experiential approach to raise awareness and direct people to available resources.

Citizen Relations created the "Ugly Truths Holiday Sweaters" campaign, using the iconic ugly sweater as a trojan horse to highlight the season's darker side. They sent sweaters to mental health advocates who posted on social media, sparking widespread organic conversation. With no paid media, Citizen Relations generated 67 million organic impressions, 164 influencer posts, 86 minutes of national TV coverage, and 240 earned media placements.

Canadian Mental Health Association