Putting workplace mental health at the top of the agenda.

toronto zoo logo


We were initially approached by Partners for Mental Health with a three-fold challenge: Launch the Partners for Mental Health brand into the marketplace, accelerate the social movement surrounding mental health, and generate funds to help the organization sustain itself.


We developed the Partners for Mental Health brand, and their inaugural campaign – Not Myself Today (NMT). NMT is a mental health toolkit, designed to raise awareness around mental health in the workplace, reduce stigma, and foster a more supportive work environment. The NMT toolkit is a comprehensive set of activities, materials, and resources for companies to engage their employees in mental health dialogue in the workplace.

Panda signage

Panda signage


The Partners for Mental Health brand and movement is gaining momentum, contributing to a more open and accepting dialogue about mental health. The NMT program is currently in over 320 organizations, reaching over a quarter of a million employees in Canada.