Everything is not ok.
During the most difficult time in the pandemic, EnterpriseHealth developed The Everything is Not OK campaign, a partnership with seven mental health system leaders including Addictions and Mental Health Ontario, Children’s Mental Health Ontario, Canadian Mental Health Association Ontario, Waypoint Centre for Mental Health Care, Ontario Shores Centre for Mental Health Sciences, The Royal and CAMH. We put together a policy framework for a long-term wait time reduction strategy to address the urgent and growing need for mental health and addiction services. With the support of our in-house advertising agency and content studio, Creative Currency, , we created a multi-faceted campaign to increase public awareness on the issue, which the partners could leverage in meetings and communications with the government. We relied on public relations and digital side campaigns, creating a brand identity for the campaign and launched a number of assets to support it. We also used traditional public relations strategies including developing and issuing a press release, pitching media across Ontario targeting provincial and regional outlets, and pitching to key business and media influencers to help amplify the campaign. On the public affairs side of the campaign, we created a policy position that all seven partner organizations could agree on and stand behind. Once we had a cohesive position, we organized meetings with key government officials and stakeholders.