Grassroots initiative aims to change behaviors, reposition mental health on national agenda

CALGARY, June 1, 2011 /CNW/ - The Mental Health Commission of Canada announced today it has hired Canadian marketing agency Public Inc. to accelerate Canada's emerging social movement in mental health.

Public Inc. will work with Partners for Mental Health, MHCC's grassroots social movement, to design marketing strategies that bring MHCC closer to its goal of engaging one million Canadians to support fundamental changes in mental health.

"Mental illness and mental health will not receive the attention they deserve without a change in behaviour," said Jeff Moat, Vice-President, Partners for Mental Health. "Partners for Mental Health will look to engage individuals where they are - at work, at school, at play, at home. To that end, we plan to use a variety of different mediums and channels that are relevant to our audience to spark the enthusiasm, conversations and activity around mental health."

"We are pleased to have the innovative people at Public Inc., in collaboration with Blok Design, joining us in changing behaviours on mental health issues in Canada," said Moat.

The partnership will strategically rally Canadians for mental health by giving individuals and organizations different avenues for involvement and support.

"We couldn't be more excited to work with Partners on this vital work. And we are well aligned because both of us recognize that the success of our partnership and the outcomes we seek rests on driving action, changing behaviours and taking some risks along the way," said Phillip Haid, Public Inc. Co-Founder and CEO.

The Mental Health Commission of Canada is a catalyst for transformative change. Our mission is to work with stakeholders to change the attitudes of Canadians toward mental health problems and to improve services and support. Our goal is to promote mental health and help people who live with mental health problems lead meaningful and productive lives. The Mental Health Commission of Canada is funded by Health Canada. For more, visit www.mentalhealthcommission.ca

Public Inc. focuses its work on mobilizing people to take action that improves the public good. The company creates innovative fundraising, advocacy and volunteer engagement campaigns and movements that mobilize the public to integrate small social actions in their day-to-day lives. (www.publicinc.com)

For further information:
Kyle Marr, Mental Health Commission of Canada
Tel: (403) 385-4050
Cell: (587) 226-8782
kmarr@mentalhealthcommission.ca