Canadian Mental Health Association "Scratch & Learn"

The CMHA wanted to educate the public on how common mental illness is 1 is 5 people will be affected by it to help fight the negative stigma associated with it. They thought that the '1 in 5' stat sounded like gambling odds, and since anyone could suddenly be affected by it, it was kind of like a lottery (albeit one that you wouldn't want to win.) Thousands of tickets were left in office buildings, food courts & shopping malls for people to find, scratch & learn.

Agency: MacLaren McCann Calgary, Canada.

Adsoftheworld