4 Lessons I Learned About Brand Building from the Bell Let’s Talk Campaign

Last week on January 28th was Bell Let’s Talk Day which is part of Bell Canada’s campaign, one of Canada’s largest communications companies, to raise awareness and funds for mental illness.

As a former Bell employee, I found myself thinking back to 2010 when I was still working at Bell and the recently appointed CEO, George Cope, launched the Bell Let’s Talk campaign. It was considered a very risky move at that time to align yourself with a cause that carried so much stigma and was largely suffered in silence. 

It’s hard to believe it’s been 11 years since the campaign launched and since then it’s raised over $100 million for mental health issues ranging from addiction, eating disorders, suicide prevention and mood disorders to name a few. 

At the time it launched I don’t think anyone had any idea how successful this campaign would turn out to be. I became curious to take a deeper look at the Bell’s Let’s Talk campaign from a business perspective and discovered 4 lessons that will support you to grow your brand and business.

Lesson #1: Take a Stand (even if seems risky)

Bell is one of the largest corporations in Canada, most of whom are not considered risk-takers when it comes to their brand and public image.  By aligning itself to an issue like mental health, Bell was taking a risk because in 2010 when the campaign first launched, mental health was still very much a private issue with a lot of shame and stigma surrounding it. 

By taking on the cause, Bell positioned itself as the leading corporate voice in mental health and helped to shape the conversation around the issue. As a result Bell’s brand has benefitted from an increase in awareness and positive recognition which in turn has helped to set it apart from its competitors. 

As an impact-driven business, taking a stand for a cause or issue you believe in can help differentiate you from other competitors in your industry. It can help attract employees and clients who share your values as well as open up new opportunities for collaboration with other businesses who share the same cause.

Lesson #2: Be Authentic (share your story)

When it comes to what causes to support or stand behind, many of us are drawn to issues that connect to our own personal journey and experiences. Sharing our story helps to create an authentic connection between our business and the cause we champion. 

In Bell’s case, George Cope, Bell’s former CEO and champion of the Bell Let’s Talk campaign shared how mental illness impacted him and his family growing up.  He opened up about how his mom suffered from depression and was bi-polar during a time where such matters were not discussed in the home, let alone publicly. 

By sharing his personal story, George humanized his connection to mental health and made him more relatable to his employees and the public at large. It helped to build awareness and credibility around the brand in an authentic way. 

The campaign has also featured prominent figures who’ve suffered from mental health including Olympian Clara Hughes and celebrities like Taylor Swift, Ryan Reynolds and Alanis Morissette. By having people share their own personal struggles,  the Bell Let’s Talk campaign has helped to reduce the stigma surrounding mental illness. 

In a world where it’s becoming increasingly difficult for businesses to stand out, having an authentic connection to a cause and sharing your story behind it, will go a long way towards building trust and loyalty from those who share or relate to your experience. 

Lesson #3: Focus, Focus, Focus

As an employee of Bell at the time, George Cope became CEO it was obvious he was determined to bring a high level of discipline and focus to all areas of the organization. 

What this meant for Bell’s community investment and corporate sponsorship departments was that instead of diluting focus and funds by supporting a range of causes, Bell chose to focus on one specific cause, mental health. This specific focus  was a large factor in Bell becoming a recognized leader in mental health and creating, what some have referred to as a mental health “movement.”

Besides building brand recognition, by supporting a singular cause, Bell has significantly contributed to the advancement of mental health in Canada becoming the largest corporate sponsor of mental health in Canada.

As mission-driven entrepreneurs, putting your focus on one cause or initiative will not only help to establish you as a leader and champion in that space, but the cause you support will benefit from your meaningful focus and attention. 

Lesson #4: Walk Your Talk

By taking a stand for a specific cause and creating a public campaign around it,  you’re likely to open yourself up to scrutiny and critics. 

The Bell Let’s Talk Campaign is not with its share of detractors. There are many who accuse the company of using mental health as a marketing and publicity ploy to grow its subscriber base. And while there’s no doubt the Bell brand has benefited from this campaign, it's hard to argue with the long list of organizations and institutions who’ve also benefited from the funding they’ve received as a result of the campaigns’ success.  

However, there is one area where, from my own personal experience, I share a similar perspective to some of Bell’s critics. As a former employee, I can attest to the intense pressure and lack of management support when it came to dealing internally with employee mental health issues. 

To be seen as a credible leader in this pace Bell must walk its own talk. It must ensure it is doing everything in its power to implement policies and initiatives that ensure the mental health and well being of its own employees. 

It’s been almost 10 years since I left Bell so I can’t speak to the current environment. But what I do know is that if you truly want your business to be recognized as a leader and champion of a cause then your actions must follow your words. Otherwise, you run the risk of damaging your reputation and brand. 

Finally, I just want to acknowledge that there is still a long road to go in addressing the systemic issues around access to mental health. However, I do believe Bell has played a significant role in normalizing the conversation around what was largely a taboo topic.  And in so doing it has also taught us some lessons about what it takes to build a brand worth talking about.