CAMH Foundation plans to continue Acast partnership in 2024

Strategy follows successful initial campaigns on mental health and addiction

CAMH, the Centre for Addiction and Mental Health Foundation in Canada, is reportedly looking at continuing its podcast advertising partnership with Acast next year, according to the podcast platform, following a successful campaign in 2023. 

The aim of the partnership was to use podcasts within the Acast Creator Network to raise more awareness of resources for mental health and addiction. The first part of the campaign ran for six weeks in the autumn of this year, and consisted of host-read sponsorships and 30-second audio ads that ran across comedy podcasts WTF with Marc Maron and Cat and Nat Unfiltered. 

In addition to the host-reads and spot ads, the campaign also included longer branded segments - called Sponsored Stories - which ran for a two-minute period and included personal stories from the hosts themselves on their own lived experiences dealing with mental health and addiction. 

“Podcasting creates such a uniquely personal and intimate relationship between audiences and the hosts they love,” said Acast Canada managing director Heather Gordan. “It’s because of that trust in the host that campaigns on these highly personal topics like addiction and mental health can have such a massive impact on listeners.”

“At Acast, we understand the importance of that personal connection for listeners and we’re able to use our innovative ad tech solutions to ensure we reach the right audiences with these important conversations.”

At the end of November, CAMH Foundation launched the second part of its campaign, which focused on the “holiday spirit of giving” and ensuring that patients who are experiencing mental illness or addiction are not left behind. 

According to Sarah Chamberlin, CAMH Foundation’s CMO and vice-president of community giving and engagement, the organisation has already seen new referral traffic and donations since launching the campaign with Acast, which she said is a result of the authenticity that host-read advertising and personalised messaging can provide to listeners. 

“We believe in the magic of podcast advertising and the deep connection that listeners feel towards their favourite hosts when they hear them talk about brands and services,” she said. “We were excited to partner with Acast’s team and ad targeting tools in helping spread our important message about addiction and mental illness.”