Bell Let's Talk

Raising Awareness for Mental Health

OVERVIEW

Clara's Big Ride inspired over 18M storytellers, representing 53% of the Canadian population, to support the goal of ending the stigma around mental illness by sharing their experiences.

+18M

People Reached with Organic Stories


53%

Canadian Population Represented in Reach


1250%

Organic Amplification Rate New Fans Reached per Story

Tradable Bits allowed us to reach an elevated level of success and help us with our goal of ending the stigma around mental illness. I witnessed the difference we made every day.

Tyrone Lingley


Manager, Marketing & Communication, Bell

STORY

End the Stigma around Mental Illness

Clara Hughes is a legendary six-time Olympic medalist, who even still has battled with depression. She and her team believe that talking is the most powerful way to help those with mental health issues. The stigma surrounding mental illnesses is crippling to those who need help for themselves or loved ones, but are too afraid to reach out. During her 12,000km cycle across Canada, she sparked millions of conversations about mental health on and offline, breaking down the stigma with her voice and cycling talent.


GOAL

Engage Canadians in Conversation

By sparking genuine conversations about mental health on social media, Clara’s Big Ride aimed at forming a cross-province, cross-network community of supporters dedicated to promoting awareness about the importance of mental health issues.


SOLUTION

Build Community to Promote Awareness

Through a combination of engagement campaigns, social media aggregation and display and community outreach, Clara’s Big Ride (CBR) achieved its goal of spreading awareness for mental health by inspiring millions to share their personal stories on the CBR Stream. By putting the Stream and thus the community in the spotlight on the homepage of the CBR website, their social team showcased authentic stories from their audience, inspiring others to share their own experiences. With the mass of content collected, the CBR team identified top advocates for the cause and proved to sponsors that they made an impact.


RELATED CASE STUDIES:

LULULEMON SEAWHEEZE

Curating Active and Lasting Communities

Lululemon SeaWheeze 2014 inspired 30% more conversations on social media than 2013 by bridging online and offline communities in real time with curated fan content displays.


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GRANFONDO CANADA

Curating Community to Unite Cyclists

By showcasing cyclists and their fans on social displays, GranFondo amplified the race reach six times. Over 280K watched the excitement on their website at home.

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