The Campaign theme There is Help, There is Hope focuses on changing the underlying attitudes, behaviors and beliefs that contribute to stigma surrounding mental health and addictions.  It features Saskatchewan people who have experienced addiction and mental health issues or have counseled people with those experiences.

An addictions counselor with lived experience who participated in the campaign Tommy LaPlante says it’s important to break down the stigma because they are not that label and if we can get rid of the labels and get to know and love people they’ll feel supported.  He explains it’s not always going to feel like this and not everybody’s against me either.  He says all the things he learned from the street about don’t talk, don’t trust, don’t feel, it doesn’t apply any more, we need to be able to feel, there’s no way around something, you can only work through them and it’s a lot easier if there is help and if there is hope.

The campaign includes television, cinema and radio including Cree and Dene spots, billboard, transit buses and social media.