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To mark the 15th year of Bell Let’s Talk, the 2025 campaign focuses on the serious mental health crisis affecting young Canadians. Developed in collaboration with LG2, a proud partner since the initiative’s inception, the bilingual campaign uses a striking visual and narrative approach to raise awareness and encourage action. Three TV and web videos illustrate fictional yet distressing scenarios based on three alarming statistics: In Canada, 1.25 million young people need help, nearly one in two aren’t getting the help they need and one in four have considered suicide. These hard-hitting stories are supported by radio spots as well as print and OOH ads in which the smile from the initiative’s logo is inverted, becoming a simple and striking symbol of this crisis. These visuals, deployed in proximity OOH, billboards and web banners, convey a clear message for all of Canada to hear.

“Addressing such a delicate topic is a huge responsibility. Bringing this crisis to light in a sincere and thoughtful way requires both sensitivity and honesty. We’re extremely proud to be part of this year’s campaign. It’s a privilege to help push the conversation on the importance of looking after our mental health and that of those around us.” said Cloé Létourneau-Séguin, art director, and Jean-Frédéric Barrette, copywriter, LG2.

“Over the past 15 years, we’ve successfully reinvented our formats and content to create powerful – but above all, useful – messages. With the mental health crisis affecting young people, this year’s messages are all the more important. Like every year, the challenge is getting the message across while remaining human and authentic. It takes empathy to communicate what we need to say in a way that respects everyone. To continuously reinvent ourselves over such a long period of time is unusual in advertising.” said Nicolas Dion, partner, creative director, LG2.

On Bell Let’s Talk Day, January 22nd, Canadians are invited to take part in a $5 text-to-donate campaign. All funds will be donated to six organisations that provide mental health services to young people: Integrated Youth Services, Jack.org, Kids Help Phone, National Association of Friendship Centres, Strongest Families Institute and Youth in Mind Foundation. Bell will match the donations, up to a maximum of $1 million.