Marketing & Brand Experience Team at The Royal

The Royal’s fundraising campaign, entitled “Lives Reclaimed,” shows how mental illness and addiction can strip away a person’s life, agency, potential, ambition and quality of life. Through authentic patient stories, the campaign inspires donor support while challenging the misconceptions that mental illness is a personal failing or that addiction is a choice.

This integrated, multi-channel campaign features four real patients telling their stories in their own words. “Lives Reclaimed” explores what people reclaim while undergoing treatment for mental illness and addiction. By showing how care at The Royal helped each storyteller build a future they once believed was out of reach, the campaign fosters empathy, strengthens donor connection, shifts public understanding and reduces the stigma surrounding mental illness and addiction.

Nominated by: Ingrid Gingras, The Royal