Read on Twitter
A few words on mental health, music, the attention economy and the illusion of #Bellletstalk 
.
.
When I am having poor mental health days — and there have been quite a few lately — I find myself comforted by listening to morose music like @thenational and Elliott Smith.
I've often wondered why I don't gravitate toward music that would more directly counter my mood - something relentlessly uplifting like, I dunno, Chumbawamba.
I think it's for the same reason we tell someone our woes and want to hear commiseration and empathy rather than, "Cheer up! It's not that bad!" Morose music validates your pain and hurt.
I could say more about my own mental health, but instead, I'll just convey my great respect for anyone who has the courage to speak openly about their own struggles. I wish you strength. Now, about #Bellletstalk .
.
According to Bell's website, #Bellletstalk has generated 1.2 billion social media interactions since it was launched in 2011. That's huge engagement for a campaign that is highlighted but one day per year.
has generated 1.2 billion social media interactions since it was launched in 2011. That's huge engagement for a campaign that is highlighted but one day per year.
Not only that, each engagement includes an impression of the company name — Bell — and the vast majority of those engagements are positive in nature.
Then there's the attention economy. People like me composing these tweet threads are spending precious attention capital on two purchases: a worthy cause — mental health awareness — and a corporate brand — Bell.
#Bellletstalk is a huge victory for digital brand marketing.
is a huge victory for digital brand marketing.
How much could a company expect to pay a marketing agency for that kind of guaranteed impact? Likely a good deal more than $7.7 million, which is what Bell donated to mental health initiatives in 2019.
In addition to the mental health donation, #Bellletstalk represents $7.7 million in very high value marketing investment for Bell.
represents $7.7 million in very high value marketing investment for Bell.
Another way #Bellletstalk works for Bell's bottom line, as @JulieSLalonde pointed out: simply put, the campaign results in Bell donating millions to a non-profit organization. Great! But hey, that's a big tax write-off!
works for Bell's bottom line, as @JulieSLalonde pointed out: simply put, the campaign results in Bell donating millions to a non-profit organization. Great! But hey, that's a big tax write-off!
If you believe big corporations and wealthy individuals should pay more in taxes, not less, why not just donate the money directly? Then you get the tax break!
One last thing: a number of past Bell employees have told their own stories of how the company's actions as an employer contradicted its messaging on mental health. Stories are easy to Google.
If I'm totally honest, I have used the hashtag #Bellletstalk several times during this thread to give the thread more exposure. Otherwise, I'm not on board with this corporate marketing, tax-avoiding ruse.
several times during this thread to give the thread more exposure. Otherwise, I'm not on board with this corporate marketing, tax-avoiding ruse.
For the rest of the day, I will try to spend my attention capital honouring the mental health stories shared here — hashtag or not — and the morose music that makes me feel less anxious and isolated. /end
