The Story Doesn’t End Here
CMHA Year-End Giving Campaign

Every November, the Canadian Mental Health Association runs its Year-End Giving Campaign to raise funds and awareness for mental health care across Canada. Historically, CMHA’s visuals have leaned on optimism. Bright imagery, connection, community, hope. But sometimes, to really move people to support a cause, you need to show life as it really is, not just as we wish it to be.

This year, I proposed a shift.

“The Story Doesn’t End Here” focuses on people at pivotal moments in their lives. Moments where their story could go in any number of directions. We catch glimpses of their childhood, their youth, and where they are today. But the present moment isn’t the ending. It’s the start of a new chapter the audience can help shape.

The campaign invites donors to step in, change the trajectory, and make sure Canadians facing challenges get the support and stability they need. The story isn’t over, and with a little help, it can continue toward something better.

My Role

I led the campaign from concept to delivery as Creative Director and Designer. That included:

• Developing the core concept and narrative direction
• Crafting the creative rationale and presentation assets that secured senior leadership approval
• Rapid prototyping visual directions and campaign mockups
• Collaborating closely with the Lead of Marketing & Communications
• Creating campaign photography and video using generative AI (Midjourney + Photoshop)
• Storyboarding, editing, and producing all campaign videos
• Designing social content, Fundraise Up assets, Mailchimp banners, web banners, e-signatures, and paid ad creative
• Delivering all content in both English and French

This campaign gave me the opportunity to reshape CMHA’s year-end message, grounding it in realism and emotional truth while reminding everyone that every story deserves a chance to continue.