Let's Talk: Bell Canada Invests in Long-Term Campaign to Tackle Mental Health Issues

By: Meirav Even-Har, Toronto

Canada's largest communications company, Bell Canada, has recently released its 2011 CSR report. It touts impressive accomplishments for the company in areas of governance, environment, employees, customers and the community. However, one specific campaign has caught my eye: Bell Let's Talk. I remember seeing and hearing about the initiative this past February, and thinking it is a good example of a forward thinking campaign that demonstrates dedication to a cause.

Established in 2010, Bell Let's Talk is a multi-year initiative charitable program that seeks to promote and support mental health across Canada. "Often invisible, mental illness is one of the most pervasive health issues in the country with far-reaching consequences for every Canadian." [1] According to the Bell site, one in five people will experience a form of mental illness at some point in their lifetime, but due to stigma may not reach out for help. "As Canada's leading cause of workplace disability, mental illness has a huge negative impact on the national economy." [2] To that end, Bell is investing $50 million to support mental health across Canada with the Bell Let's Talk mental health initiative.

Four Action Pillars to Mental Health
Bell Let's Talk is comprised of four action pillars that enable a strategic, methodical approach to the multiple factors affecting the status of mental health in Canada.

1. Anti-stigma
Since mental health issues have such a strong stigma, building awareness is key. Bell Let's Talk Day faces mental illness stigma head on, with a countrywide conversation. Six-time Olympic medallist Clara Hughes is the official spokesperson for the campaign. Bell Let's Talk Day took place in February 2011, 2012 and will return again in 2013. The campaign is simple and effective: for every text message and long distance call made by Bell customers on Let's Talk Day, the company contributes 5¢ to programs dedicated to mental health.

According to Bell Canada's CSR Report, in 2012 "Canadians responded with 78,520,284 texts, long-distance calls and retweets - a 19% increase over the first Bell Let's Talk Day. "The campaign resulted in additional Bell donations to Canadian mental health programs of $3.3 million in 2011 and $3.9 million in 2012. [3]

2. Care and access
Aside from stigma, access to treatment for mental illness is an issue across the country. "There is a critical need to connect Canadians to mental health care when and where they need it, in major urban centres and small communities, at major hospitals and with the support of local community organizations." [4] To that end, the company established the Bell Let's Talk Community Fund, in place to support local organizations. In 2011, $1 million was distributed as 49 grants to local organizations supporting mental health in their communities. [5]
The grants support a variety of mental health initiatives that target a large spectrum of groups and issues.

3. Workplace
What many Canadians not know about workplace disability is that the leading cause is mental health. According to Bell's CSR Report, "Every day, more than half a million Canadians are absent from work due to some form of mental illness. It is the primary cause of workplace disability in Canada." [6] It accounts for 30% of disability claims and represents 70% of the total costs. [7]

With such astounding numbers, the issue has resonated with Bell Canada as a large employer. "Bell is committed to working with corporate Canada and the health care community to develop and adopt mental health best practices in the workplace." [8] To that end, the company holds seminars and events for employees on the subject. Approximately 90% of Bell management has attended education and training sessions on mental health issues. In addition, Bell has improved its Return-to-Work model, specifically early intervention, ongoing communications, and follow-up to enable positive and effective workplace reintegration. [9]

4. Research
The fourth action pillar for this mental health initiative is about recognizing that solutions require time and financial resources through research. Financial support is therefore an integral part of the Bell Let's Talk program. Support includes funding for projects, research chairs and fellowships.

*  For more information on specific grants, programs and achievements thus far, read Bell Canada's 2011 CSR report.

*  To learn more about Bell Let's Talk campaign, click HERE

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NOTES

[1] Bell Canada: Bell Let's Talk campaign website http://letstalk.bell.ca/en/initiatives.php
[2] Ibid
[3] Bell Canada: 2011 Corporate Responsibility report http://www.bce.ca/assets/widgets/Responsibility/EN/Bell_2011_CR_Report_en.pdf
[4] Ibid
[5] Ibid
[6] Ibid
[7] Bell Canada: Bell Let's Talk campaign website http://letstalk.bell.ca/en/initiatives.php
[8] Ibid
[9] Bell Canada: 2011 Corporate Responsibility report http://www.bce.ca/assets/widgets/Responsibility/EN/Bell_2011_CR_Report_en.pdf



Image: Bell Let's Talk Facts Sheet webpage (Bell Canada)