Primary Goals & Objectives

The Mental Health Foundation had neither a strong brand nor significant brand recognition, and it urgently needed to increase donations and corporate sponsorships.

The key to moving forward was to educate the public about mental health issues and addiction. One of the challenges was overcoming the stigma associated with these issues. Because people were reluctant to speak up about having mental health challenges or addictions, there was a lack of awareness among the general public about the prevalence of these issues.

With this in mind, we created clear, straightforward campaigns with a compassionate tone that illustrated the very real and detrimental effects of mental illness. The campaigns communicated that mental health challenges were not the result of bad choices, but rather illnesses requiring attention, treatment and support.

Working with the Mental Health Foundation, g[squared] developed an extensive fundraising plan to take the Foundation beyond its one annual event. We helped the Foundation raise $400,000 at its 2009 breakfast event and $800,000 in 2010. Our comprehensive plan also included a donor and volunteer recruitment strategy and a drive for corporate sponsors.


  • Strategic marketing plan
  • Corporate sponsorship and fundraising plan
  • Identity development
  • Advertising campaign concept
  • Pull-up banner
  • Bookmark
  • Brand guidelines
  • Pledge card
  • Stationery package
  • Signage
  • Sponsorship package
  • eNewsletter
  • Website