CLIENT
CAMH Foundation
Chris Ide, VP Corporate & Community Partnerships
Sarah Chamberlin, VP, Marketing and Donor Experience
Trina Klinck, Director, Integrated Marketing
Megan Kelly, Director, Content and Creative
Sacha Michna, Manager, Peer-to-Peer Fundraising
Kristina Kramer, Associate, Corporate & Community Partnerships, CAMH Foundation
AGENCY
Julie Nikolic, Creative Director
Mike Blackmore, Creative Director
Robyn Crummey, Senior Art Director
Ashley Babcock, Senior Copywriter
Edith Rosa, SVP, General Manager
Ian Barr, SVP, Director of Strategy
Sabrina Zavarise, Account Director
Heather Mirynech, Account Supervisor
Natalie Doyle, Account Executive
Jungle Media
Derek Laurendeau, Planning Director
Georgia Pearson, Media Planner
Brock Leeson, Partner, Product and Digital
Sheri Metcalfe, Senior VP, Co-Managing Director
SUMMARY
80% of Canadian P2P events unintentionally exclude thousands of participants who suffer from mental illness by requiring a physical activity that culminates in large gatherings.
This flaw became an Achilles heel during pandemic-enforced gathering restrictions. By challenging Torontonians to rise in the morning and change the way the world sees and treats mental illness, CAMH empowered those living with mental illness to face one of the biggest challenges they encounter daily: just getting out of bed. The event raised $2.5M from 4000+ participants and attracted a more youthful donor base.
