| Title | Ugly Truths Holiday Sweaters |
| Agency | Citizen Relations |
| Campaign | Ugly Truths Holiday Sweaters |
| Advertiser | Canadian Mental Health Association |
| Brand | Canadian Mental Health Association |
| Posted | October 2022 |
| Business Sector | Charities, Foundations, Volunteers |
| Story | While the holidays are widely considered a time of joy, for one in two Canadians who suffer from anxiety, depression, or loneliness, it's not the most wonderful time of the year. Rather than fighting the holiday spirit, we set our message within it, using a holiday icon as a trojan horse for media and social influencers to give focus to the ugly side of the season. Our Ugly Truths Holiday Sweaters flipped the tacky garment on its head, highlighting three statistics that tell a different story. |
| Media Type | Case Study |
| Length | |
| Chief Creative Officer | Josh Budd |
| Art Director | Randy De Melo |
| Art Director | Joel Arbez |
| Designer | Myo Illidge |
| Designer | Hilary Walls |
| Copywriter | Josh Budd |
| Agency Producer | Kristen Neamtz |
| Vice President (VP) | Josie Haynes |
| Director | Audrey Ann Laurin |
| Associate Account Director | Kristen Schaffrath |
| Account Manager | Jessica Gauci |
| Account Manager | Emily Parker |
| Account Manager | Carmel Lagrandeur |
| Account Manager | Raphael Boies |
| Senior Account Executive | Emily Chang |
| Account Executive | Chantal Grainger |
| Account Executive | Iolanda Mobilio |
| Digital | Laura Brown |
| Digital | Yosr Kooli |
| VP Strategy | Lindsay Page |
| Strategist | Malav Naik |
| Research Analyst | Shamshir Malik |
| Photographer | Nikki Ormerod |