The change marks a 'fundamental shift' in Bell's Let's Talk campaign, the company said Monday, and is meant to shift the emphasis toward 'practical actions' that all Canadians can make to improve mental health in Canada
MONTREAL — Bell Canada says it is ending its annual practice of donating five cents to mental health programs each time someone uses the phrase "Bell Let's Talk" on a specific day in January.
"As a country, we have made great progress in moving mental health forward, and changed attitudes and behaviours around mental illness, but despite these gains, we must all do more to address the mental health crisis in Canada," said Mirko Bibic, president and CEO of Bell Canada and BCE in a news release.
The campaign also aimed to raise awareness and destigmatize mental health. By pledging to donate five cents each time a Canadian used the hashtag #BellLetsTalk on social media or via text, Bell encouraged Canadians to open up about their own struggles and experiences with mental health. In 2022, the workplace culture at Bell Media came under intense scrutiny in the wake of the ouster of former CTV National News anchor Lisa LaFlamme. The controversy provided ammunition once again to Bell critics, many of whom said the company doesn't walk the talk on mental health.
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