Every year since 2010, the Bell Let's Talk campaign ramps up through January with national advertising campaigns, celebrity spokespeople, and promotion by workplaces, universities, and governmental officials. The campaign asks for voices that "wear the label" of mental illness to speak publicly in order to promote destigmatization. Bell incentivizes this by tying their donations toward psychological services to the public's use of the #BellLetsTalk hashtag.
Let's Talk takes up significant room in public discussion of mental illness in Canada, and it's revealing to question the campaign's framing of mental illness, as well as its ties to a capitalist understanding of health.
Bell Let's Talk simultaneously individualizes the issue of mental illness and corporatizes the solution.