Mental health guerrilla marketing activity

The Canadian Mental Health Association utilized a nifty guerrilla marketing campaign to educate the public that mental illness will affect 1 in 5 people. Thousands of "1 in 5" scratch off tickets were left in office buildings, food courts & shopping malls for people to find, scratch & learn. Certainly a lottery game you don't want to win.

Agency: MacLaren McCann Calgary, Canada