Calgary Counselling Centre

In 2024, research showed that most Calgary Counselling Centre clients had first heard of the organization through friends or family. That year, we took a new strategic approach to advertising: instead of speaking directly to audiences in need of mental health support, we targeted their loved ones.

The campaign’s OOH and digital assets were headline-driven, asking, “You’d do anything for them, so why wouldn’t you help them when they’re hurting?”  I also wrote three radio spots and a video script to expand upon this idea.

AD: Mark Rowe CD: Phil Copithorne

Agency: C&B Advertising