◦ CICIC post research

◦ 2013 included 900 respondents

◦ 2012 included 600 respondents

◦ Representative of the GTA population 18 +

◦ Facebook and Microsite data

◦ Media performance report

◦ 2013 causemark CAMH ‘cause marketing’ research

◦ Representative of Canadian population

1

Information Sources

6

6

10

12

17

16

19

26

21

20

33

56

27

37

50

39

32

70

84

86

95

192

338

0 100 200 300 400 500 600 700 800 900

HIV/AIDS

arts & culture

arthritis

men’s health issues

multiple sclerosis (MS)

addictions

physical disability

environment

women’s health issues

education and literacy

alzheimers

diabetes

homelessness

animals

disaster relief

violence against women

seniors health issues

poverty

food and hunger

healthcare/hospitals

mental health/illness

children & youth

cancer

First Choice

Second Choice

Third Choice

Fourth Choice

Fifth ChoiceSource: causemark Research –June/July 2013 Question: In general, which charitable cause needs the most support based on your sense of its importance or the urgency of need? (rank top 5)

In Canada,

the public

ranks mental

illness as the

3rd most

important

cause in

need of

support

Importance of Mental Health in Canada 2

2

2

3

4

5

6

6

7

10

18

39

Prescription drug abuse

Alcohol abuse

Illegal drug abuse

AIDS

Cigarette smoking

Diabetes

Children's mental illness

Heart disease

Obesity

Mental illness

Cancer

In the GTA, mental

illness is ranked as the

2nd most important

public health issue

Overall 31% name a

public health issue

related to mental illness

& addiction – almost as

much as cancer at 39%

Source: CICIC Post Campaign Research – Feb 2014 Question: Of all of the public health issues you have been shown, which one public health issue should be the focus for research, prevention and treatment?

Importance of Mental Health in the GTA3

*Source: CICIC Post Campaign Research – Feb 2014 Questions: UNAIDED: What Toronto / GTA based hospitals, research or health care organizations are you aware of that deals with mental health and addiction issues? AIDED: Have you heard of the Centre for Addiction and Mental Health, which is sometimes referred to by the acronym CAMH?\ Note: Aided awareness remains strong and unchanged at 66%.

4

29%

7%6%

5%4%

3% 3%2% 2%

26%

9%

6% 6% 6%

3% 3%2%

3%

CAMH

Sunnybrook

St.Mike's

TGH

SickKids'

Mt.Sinai

PMH

St.Joseph's

CMHA

2013 2012

UNAIDED

◦ Unaided awareness of CAMH as the leader in mental health is

increasing.

CAMH - The Leader In Mental Health 4

10% lift YOY

40%

35%

22%

1% 1%

37% 37%

23%

2% 1%

Very postive Somewhatpositive

Neither positivenor negative

Somewhatnegative

Very negative

2013 2012

Women (43%) vs. men (37%) and

those with a university education

are more likely to hold very positive

(43%) impressions.

Overall Impression of CAMH is Positive

◦ CAMH continues to be held in high regard with 75% stating they have

a positive impression of CAMH.

*Source: CICIC Post Campaign Research – Feb 2014 Questions: What is your overall impression of CAMH or the Centre for Addiction and Mental Health?

*Source: CICIC Post Campaign Research – Feb 2014 Questions: FAMILIARITY: As far as you know, which of the following roles does the Centre for Addiction and Mental Health (CAMH) undertake?

CAMH Roles 2013Recall 2013

Campaign2012

Educates Public 91% 94% 89%Advocates 90% 93% 88%Research 88% 91% 87%Canada’s Leading MH Hospital

76% 80% NA

Mental Institution 70% 72% 71%Hospital 69% 71% 69%Teaching Institution 75% 78% 71%

Those who recall ads are

more likely to say CAMH

fulfils each of these roles.

Ads = education

Public Familiarity of CAMH Roles

◦ There is still mixed awareness of the various CAMH’s roles

6

7

Understanding Campaign

Effectiveness

Increase awareness

of how untreated

mental illness affects

more people in more

ways than most of us

realize

Increase

understanding of

mental illness and

CAMH as the place of

hope by generating

real conversations

Position CAMH as

the leading hospital

for mental health in

Canada

8

Understanding Campaign Objectives

*Source: CICIC Post Campaign Research – Feb 2014 – Question: In the past six or seven months do you recall seeing, watching

or hearing any advertising for CAMH / the Centre for Addiction and Mental Health?

9

Outcome:Overall, 43% recall the ads

which is up 20% from 2012

What This Means:This speaks to the strength of

the provocative creative &

effective media mix

Advertising Recall9

*Source: CICIC Post Campaign Research – Feb 2014 – Question: What do you think is these ads are trying to say, what is the main message of

these ads?

10

Outcome:

60% took away that the ads

were saying “Help is available”

What This Means:

Ads are helping people realize Mental

Illness is not a dead end.

Key Message Takeaway10

11%

9%

3%

4%

6%

7%

10%

16%

60%

Don't know

Other

Condition hurts family and friends

CAMH needs donations

Condition is a mental illness/sickness

Condition is common

Awareness and prevention

Dangers of not getting help

Help is available

Source: CICIC Post Campaign Research – Feb 2014 Question: What do you think is these ads are trying to say, what is the main message of these ads? Please indicate your agreement / disagreement with the following after seeing the ads…

11

Outcome:

Overall perceptions of 2013

campaign are more positive

than the 2012 campaign.

What This Means:

The campaign has been effective at influencing

people’s attitudes & behaviours – we are driving

social change

2013 2012 Change

Clear that ads are sponsored by CAMH 91 84 +7

Ads are credible because they are sponsored by CAMH 86 80 +6

Campaign effective at changing attitudes towards MI/addiction 85 74 +11

More +ve impression of those living with MI/addiction after seeing ads 83 74 +9

Campaign made me consider my own attitudes to MI/addiction 74 70 +4

I would recommend CAMH to friend/family member who needs help 89 NA NA

I would go to CAMH if I needed help 86 NA NA

I would learn more about mental illness & addictions 72 NA NA

CAMH Is Driving Social Change 11

*Source: CICIC Post Campaign Research – Feb 2014 – Question: After watching and reading these ads I am more likely to donate money to CAMH

12

Outcome:64% stated after seeing the

ads they are more likely to

donate to CAMH. The highest

donation intent was for women

between the ages of 18-34.

What This Means:We need to provide a platform to

further engage and enable people

to donate to CAMH

Impact On Donation Intent12

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What This Means:People are open to engagement with CAMH on Facebook.

We need to continue to develop our Facebook strategy and generate

conversation that builds understanding.

Outcomes

◦ Facebook community size increased by 340% from 8,185 to 36,054

◦ Facebook fan engagement levels increased by 130%

◦ Negative sentiment decreased by 44% against baseline (from 32% to 18%)

◦ Negative conversation driven by vocal minority does not appear to have impacted

overall key brand metrics

Facebook Engagement13

Thank You

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