Provocative newspaper ads aim to raise $10M for ROH

The Royal Ottawa Hospital will launch a provocative new ad campaign today that is designed to draw people inside a mind battling mental illness, in a bid to raise empathy, awareness and financial support.

The first phase of the eight-week campaign includes a full-page newspaper ad addressing the bleak “hopeless” feeling of living with depression, with other ads focusing on schizophrenia, addiction and anxiety. The second phase will take a lighter approach, with arrows pointing to the regions of the brain that would motivate someone to donate money, based upon the empathy inspired by the first, more jarring, round of publicity.

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MORE: Provocative newspaper ads aim to raise $10M for ROH