Designed GreenShield’s national mental health campaign supporting 1,000+ Canadians when they needed it most
Early 2025 was a heavy time for Canadians. Tariff anxiety and cost-of-living pressures made the need for accessible mental health support crucial. GreenShield responded with a timely offer: two free months of therapy and digital CBT. This evolved into No Canadian Left Behind: a campaign that turned a high-value offer into a seamless digital experience, building awareness, trust, and action.
Deliverables
Campaign Design
Timeline
4 Weeks
Role
Led cross-platform visual direction.
Co-developed campaign concept and messaging.
Turned research insights into high-impact creatives.
Challenge
GreenShield partnered with Mental Health Research Canada (MHRC) to understand where people struggled most. The research revealed nearly 50% of Canadians reported increased anxiety around economic and political uncertainty. The campaign objective was to communicate GreenShield’s offer upfront, building trust and leadership at a pivotal moment.
Results
We supported 1,186 Canadians with free mental health services, bringing in $75k in revenue. The campaign creatives garnered 21.8M impressions, driving $6.7M in customer acquisition on our platform GreenShield+.
Channel performance:
Meta: 8M impressions | 38.9K clicks | 0.67% CTR
Google: 13M impressions | 139K clicks | 1.05% CTR.
118M
3,493
1,186
$6.7M
Process
Built the campaign around a unifying message:
We conceptualized two creative territories: one focused on relief (‘Less stress, more therapy’) and the second on urgency and inclusion (‘No Canadian Left Behind’). I advocated for the second: a harder-edged, more galvanizing reflection of actual sentiments expressed in our thought partner MHRC's research.
Led with GreenShield’s offer:
The free therapy value proposition was front and centre, driving engagement. Key visuals showed hopeful, relatable people accessing support. Iconography was simple and bold with the Maple leaf serving a purposeful role.
Brought a systems-thinking approach:
I created a scalable visual system for paid media, landing pages, and email that prioritized instant brand recognition for GreenShield. The system featured a flexible typographic hierarchy, reusable components, and a consistent tone of voice, allowing the campaign to expand while maintaining clarity and trust.
“40% of Canadians cite political unpredictability and tensions with the US as a source of heightened anxiety, second only to concerns over the rising cost of living.”
MHRC research findings
Conclusion
The campaign achieved strong acquisition and engagement results. Earlier stakeholder alignment would have improved speed and consistency. Moving forward, I would prioritize earlier system definition and cross-channel planning to improve efficiency and performance.
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