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Thousands of academics gathered in Vancouver for the annual Congress of the Humanities and Social Sciences in June. They presented papers on everything from child marriage in Canada to why dodgeball is problematic. In its Oh, The Humanities! series, the National Post showcases some of the most compelling research.

Bell Let’s Talk has become a portal for the global discussion about mental illness, but one Canadian researcher says people’s heartfelt social media posts may make them targets for advertisers.

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In her literature review, Jasmine Vido argues the campaign is more about Bell building its brand than trying to combat the stigma surrounding mental illness.

“Bell is a service provider receiving a financial award in exchange for the publicity of the campaign,” the University of Windsor master’s student writes in her major research paper.

“There is a common paradox associated with corporate activism, which involves simultaneously spreading awareness for an issue while promoting a positive corporate message.”