Ron Ellis teams up with CAMH to take on stigma of mental illness

Ron Ellis, who starred on Toronto Maple Leafs teams of the 1960s and '70s, has teamed up with the Centre for Addiction & Mental Health (CAMH) to create a TV public service announcement (view the PSA in Windows) that challenges the stigma of mental illness and encourages people in need of help to call CAMH's Information Centre. 

The commercial uses humour to compare the challenges Ellis faced in winning the Stanley Cup in 1967 as a Leaf winger to the greater challenge of defeating depression. Along with his hockey achievements, Ellis is well-known for his longstanding efforts to fight the stigma surrounding mental illness by speaking publicly about his experience. "I often use humor when speaking about mental illness," he says. "It's a wonderful icebreaker that makes it easier to discuss subjects that might otherwise make people uncomfortable."

The TV spot, which will be shown on various stations across Ontario, can be viewed at www.camh.net (see links above and on right side of page). It is part of Transforming Lives, a two-year awareness campaign launched by CAMH in May that also features newspaper, magazine and radio ads. Celebrities and non-celebrities alike have come forward to share personal stories of their experiences with addiction and mental illness in support of CAMH's efforts to educate the public about these challenges, break down the stigma and improve access to the information and services available at CAMH. In addition to Ellis, The Honourable James K. Bartleman, Ontario's Lieutenant Governor, and The Honourable Michael Wilson, former federal finance minister, have lent their stories to the campaign.

The pro bono campaign was created by ACLC Advertising. "We developed and researched a variety of creative approaches," said ACLC Chairman Emeritus and Creative Director Doug Linton.  "But ultimately, the real life stories of people well known and not so well known proved to be the best conveyor of our message. The stories are candid, empathetic, involving and honestly set forth the premise that mental illness is like all other diseases, nothing to be ashamed about."

Addiction and mental illness touch every family: one in four Canadians are expected to confront these challenges during their lifetime. "Through this campaign, we are letting people know that these problems are common, that there is reason for hope for recovery, and that help is available," says Dr. David Goldbloom, Senior Medical Advisor at CAMH. "We want Ontarians to be aware that they live in a province with one of the world's leading academic health sciences centres dedicated to the improved understanding and treatment of people experiencing addictions and mental illnesses."

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About CAMH

CAMH is Canada's leading addiction and mental health teaching hospital. CAMH succeeds in transforming the lives of people affected by addiction and mental illness by applying the latest in scientific advances, through integrated and compassionate clinical practice, health promotion, education and research. CAMH is a Pan American Health Organization and World Health Organization Collaborating Centre fully affiliated with the University of Toronto. Visit our website at www.camh.net.

More information about the Transforming Lives campaign is available at www.camh.net/news_events/transforming_lives_pr0505.html

Attention TV and Print Public Service Directors:

Broadcast quality copies of the PSA are available on request.

To arrange an interview with Ron Ellis or a representative from the Centre for Addiction & Mental Health, please call:

• Sylvia Hagopian (416) 595-6015 or   
• Michael Torres (416) 535-8501 x 4324

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