Check your head lately? Seems Toronto mayor David Miller has, according to the folks at The Mood Disorders Association of Ontario (MDAO). Mayor Miller appears in one of a series of posters as part of a pilot, three-month-long multimedia campaign launching April 4 entitled ‘Check up from the neck up,’ which aims to normalize mental health and touts the MDAO’s just-launched website checkupfromtheneckup.ca, which houses a self-test.
The GTA-only awareness campaign includes bluesy then upbeat radio in full rotation, and OOH executions include print and digital creative at doctor’s offices, within the TTC’s Onestop Media network and at theatre lobbies. Media buys were done by Toronto shop, Media Dimensions. And at a BCE launch event, 10,000 bookmarks will be distibuted. The creative, done by John Burghardt Consulting and Grissom & Friends Creative Services, both of Toronto, bears an acorn as its visual signature – signifying untapped potential and also looks a bit like a human head with a cap.
‘Checking up on your mental health should be part of everything else,’ says Karen Liberman, executive director of the MDAO. ‘We don’t need another ribbon or bracelet,’ she says. ‘I like it because it’s a little nut. And we’re all a little bit nuts.’
