Scratch & Learn

November 2007

The CMHA wanted to educate the public on how common mental illness is 1 is 5 people will be affected by it to help fight the negative stigma associated with it. We thought that the '1 in 5' stat sounded like gambling odds, and since anyone could suddenly be affected by it, it was kind of like a lottery (albeit one that you wouldn't want to win.) Thousands of tickets were left in office buildings, food courts & shopping malls for people to find, scratch & learn.

Advertising Agency: MacLaren McCann Calgary, Canada
Creative Director: Mike Meadus
Art Directors: Brad Connell & Kelsey Horne
Copywriters: Saro Ghazarian & Nicolle Pittman

Comments (9)

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Highest Rated

primo_susto's picture
Activity Score 440


Vege Pop's picture
Vege Pop
Activity Score 84

It must have given the chills to people who scratched it, (I would have had it, anyway), and isn't that the only way to make people think and concider? Brilliant eyeopener, anyway.

daniel ieraci's picture
daniel ieraci
Activity Score 333

Fantastic. Great concept, great execution.

bottleneck's picture
Activity Score 18

Err, another scratch card? Were you guys not around in the 90s?

daniel ieraci's picture
daniel ieraci
Activity Score 333

I was only in primary school in the 90's and had no real interest in advertising at the time so, no I haven't really seen this idea done before.

w plus k_ad's picture
w plus k_ad
Activity Score 19

I agree. Done to death in the 90's and the 00's. That's the 2000's. But it wouldn't surprise me if it had been done as early as the 1900's.

DarkSide's picture
Activity Score 1066

This same logic was used before.
This one:
Cannes Media shorlist 2007

Copy_Can's picture

It's not the same idea.

One is playing off the fact that it's a lottery, anyone can get it - specifically 1 in 5. They didn't make "one out of the five tickets" contain the message of mental awareness. So anyone who gets this piece will get the message.

The other uses strategy to place an ad in every 500th paper, thus reducing the amount of people who see its message. Weaker, in my opinion.

Tincho's picture
Activity Score 1093

I really like it. It works in every way.

However I´m not sure about where did they put the cards or how do they delivered them among people.

At first it looks like the text is too long but you just keep on reading.

primo_susto's picture
Activity Score 440