Shifting the Narrative on Schizophrenia Through Strategic Mental Health Communications

Client Overview

The BC Schizophrenia Society (BCSS) is a provincial nonprofit organization dedicated to supporting families and caregivers of people living with schizophrenia and other severe and persistent mental illnesses across British Columbia. BCSS provides resources, education, and advocacy to reduce stigma and improve access to care for those affected.

The Challenge

Despite growing public dialogue on mental health, schizophrenia and psychosis remain some of the most misunderstood and stigmatized conditions. Harmful myths and misinformation lead to chronic under‑reporting, delayed diagnosis, and barriers to treatment. BCSS saw an opportunity to change the conversation by leveraging National Schizophrenia and Psychosis Awareness Day (May 24) as a platform for advocacy, education, and outreach.

Strategy

Yulu designed and executed a three‑week integrated communications campaign across earned, owned, shared, and paid channels – with a spotlight on education, caregiver support, and social storytelling.

Key campaign elements included:

Media Relations: Coordinated a province‑wide press office with a wire release, regional and national media pitching, and pre‑event interviews secured with CBC Radio and Vista Radio.
Influencer Partnerships: Engaged mental health advocates Dr. Justin Puder (269 K IG followers) and Michelle Hammer (133 K IG followers) to create paid video content that personalized schizophrenia and expanded reach on Instagram.
Social Media Toolkit: Developed and distributed myth-busting visuals and messaging kits to BCSS staff, influencers, and allied organizations to enable grassroots amplification.
Paid Social Amplification: Leveraged a strategic Meta spend to reinforce awareness and engagement generated through organic reach.
Anchor Event: Hosted a public screening of the documentary Insanity at Vancouver’s Rio Theatre, aligned with the “Purple Lights” landmark illumination campaign across B.C.

Results & Impact

75 earned media hits reaching 4.2 million+ people
30+ influencer and partner posts, generating 2,600+ engagements and a social reach of 1.5 million+
789% growth in BCSS’s media footprint during the campaign window
Across seven months of partnership, Yulu secured 100 total coverage pieces and a cumulative reach of 138.6 M+

Services Provided

Integrated campaign strategy & project management
Media relations & earned press office coordination
Influencer identification, contracting & briefing
Social media content creation & toolkit development
Paid social media planning & optimization
Performance reporting, analytics & insights

Ready to Lead a Mental Health Movement?

If you’re a health organization, nonprofit, or social enterprise aiming to challenge stigma, humanize mental illness, and expand public understanding, let’s build something bold together. Yulu specializes in mental health PR, behavior change campaigns, and anti-stigma storytelling that shifts public perception – and policy. Call or email us to set up a call at hello@yulupr.com or +1 604-558-1656.