The project “LIFE ” is designed to
address the individuals who are suffering
from depression in Canada. As it is the third
leading cause of burden of disease across the
globe and is expected to be the ﬁrst one by
2030 (WHO, 2012). Mental illness is the
root of all health issues in an individual when
it is taken care of, all things fall into place.
3. World Facts
The world data of depression according to WHO records of 2018
are as follows:
▸ Global burden of disease due to depression is 13%
▸ Mortality rate of the individuals with depression is 1.4 times more
than the general population.
▸ 67% of the mental health resources are directed towards mental
▸ Less than $2 per person of resources are spent world wide.
▸ 800,000 people die through suicide due to depression world wide.
4. Canada Facts
The statistics of depression in canada according to Mood Disorders
Society Of Canada (2019) are as follows:
▸ The leading cause of disability is depression in Canada.
▸ 1 in 5 persons in Canada suffer depression in their lifetime.
▸ 1 in 3 has a high chance to suffer depression due to substance abuse in
▸ 4,000 suicides due to depression take place in canada every year (11 per
5. ▸ 50% of people suffer severe depression
and do not receive enough attention and
▸ Depression suicides due to
unemployment are 70-90%.
▸ 60% of women are affected and 40%
men are affected every year.
▸ Depression is the leading cause of illness and
▸ Depression arises due to several reasons
including unemployment, stress at workplaces,
being alone, differences with family, friends,
society, drug abuse and more.
▸ Many individuals do not talk about the
depression or the mental situation that they are
going through which makes their lives hard and
many end up giving their lives.
7. WHAT IS DEPRESSION?
Depression is an illness characterized by persistent sadness and
loss of interest in activities that you normally enjoy, accompanied by an
inability to carry out daily activities for at least two weeks. Some
times which may result in losing the interest in life. Individuals with
depression have the following symptoms,
Loss of energy, Anorexia,
Loss of concentration,
Feeling of guilt, hopelessness, worthlessness,
Thoughts of suicide, and other criminal activities.
The purpose of the campaign is to
identify the individuals suffering from
depression and help them to deal with
the situation providing necessary
medical treatment, therapy sessions,
changes in lifestyle there by enabling
them to lead the quality life.
▸ The main focus of the campaign is to help the individuals to recover from
depression and help being well.
▸ The campaign is focusing on providing the individuals with a purpose to live.
▸ The campaign is also focusing on guiding the individuals to live a full and happy
11. Target Audience
▸ The project is mainly targeting on the individuals who
have already come up saying that they need help with the
depression that they are dealing with.
▸ The project also targets on the individuals who have a
high chance of being under depression episodes and
prevent them being completely depressed.
▸ The project is paying special attention to the individuals
and families suffering the discriminated police brutality.
▸ Keeping the recent events in notice the campaign is also
focusing on the individuals and families that were left
affected with Covid-19.
12. Marketing Objectives
The campaigns primary objective is to make the target audience speak up about their mental
health and seek for help.
The campaigns motto is to educate the target audience and their related ones to acknowledge
what is happening in rooms of their homes but also the rooms of human mind.
The campaign believes that no one should ignore the fact that depression is a serious illness
and treated in time will give an individual a happy life.
The goal of the campaign is to reach out to as many target audience who
are suffering from depression, those who are unable to express themselves
and bringing back smiles on their faces and happiness in their lives.
14. Positioning Statement
The positioning statement for the campaign is“Not all wounds are
visible”“Busy lives with less values, Would know only if you go
through. Won’t speak up yourselves, Let the ear shut when the voice
is being heard. To whom would you save if you can’t yourself”.
Depression is a fast rising disorder among almost all age groups. This
problem does not usually shows itself like any other pathology. A
person with fever has high temperature but knowing if a person is
going through depression is not so easy. Because of this many people
believe that it does not exist. This campaign will raise awareness
about the existence of depression and help people ﬁght back depression
and the factors causing depression and lets the individual live a
colorful and happy life to the fullest.
16. Covid-19 and Depression
The current pandemic Covid-19 has left
many homes jobless taking away their
livelihood, daily routine and staying home for
4-5 months has led to depression.
▸ Reframe “I am stuck inside” to “I can
ﬁnally focus on my home and myself”
▸ Stay close to your normal routine
▸ Avoid obsessing over endless coronavirus
▸ Avoid too much discussion about virus
▸ Stay away from any kind of rumors
▸ A chaotic home can lead to chaotic mind
▸ Use telehealth as an option to talk to a
professional if your anxiety becomes
17. Police brutality and Depression
Racial proﬁling by police authorities many communities
mainly indigenous and colored people undergo traumatic experience
due to the lethal ways used by the police to handle them. Even if
its done to an individual the whole community remains under an
impression that they might be the next one.
▸ Making the target audience understand about the
structural racism and what has been happening since ages.
▸ Asking them to talk to a therapist/ a friend/ a family
member when they they feel distressed by the thought that
they will be the victims.
▸ If they feel like they have real threat its important to
approach authorities at the ﬁrst hand.
18. Factors influencing behavior change
● Can stop possible suicidal deaths
● Will prevent self-isolation of victims
● Help overcome depression.
● spread smiles, happiness and healthy life
▸ Mental instability of an individual
▸ Habit of being an introvert or not speaking up about the issue
▸ Being afraid of social acceptance
19. Monitoring and Evaluation
▸ The number of people accepting the services of the campaign
will be recorded and tracked for the change in the behavior.
▸ The level of change is observed and the services are increased
or decreased based on the necessity.
▸ Surveys will be conducted for the participants on the
requirements and the satisfaction of the services provided.
Mood Disorders Society Of Canada. (2019). “Mental Illness and addiction in Canada.”
“WHO”. (30 March 2017). "Depression: let’s talk" says WHO, as depression tops list of
causes of ill health, Retrieved from:
Samuels M,. (25 June, 2018). “Police Killings of Unarmed Black Men Affect Mental
Health of Black Community.” Retrieved from: