As the colder months approach, many Canadians find themselves facing a familiar adversary: Seasonal Affective Disorder (SAD). The winter blues can be a challenging battle for a significant portion of the population, affecting their mental well-being.
In an effort to combat this, Canadian wellness brand Listen B*tch has taken an unconventional approach to spread awareness and offer support through a series of empowering billboards placed across Toronto.
Listen B*tch, co-founded by Daniela Angelucci and Michelle Osei-Bonsu, is a women-owned brand that specializes in self-care and wellness tools designed to empower individuals. Their popular deck of cheeky affirmation cards has gained recognition for providing the push people may need to overcome self-doubt and imposter syndrome. These cards are known for their tough love and unconditional support.
Recognizing the challenges that Canadians face, particularly during the winter months, Listen B*tch decided to take action. Seasonal Affective Disorder, which impacts around 15% of Canadians in their lifetime, often intensifies during the winter, and the brand wanted to make a difference.
“People typically associate this time of year with holiday cheer, but the reality is that a lot of Canadians are enduring intense mental health challenges as they battle seasonal affective disorder and holiday stress,” says Angelucci.
To tackle this issue, Listen B*tch launched a mental health initiative aimed at raising awareness about SAD and providing encouragement to those affected. The centrepiece of this initiative is a series of striking billboards scattered across Toronto. These billboards feature bold and empowering affirmations designed to uplift and inspire individuals struggling with SAD.
Among the empowering messages are:
- “It might get dark at 4pm, but you have all the light you need inside you.”
- “If your SAD is starting to kick in, then kick the hell out of it.”
The goal of these messages is to offer a much-needed boost to people facing SAD and remind them that they are not alone in their battle. Listen B*tch recognizes that the billboards are not a cure but hopes that they can provide the extra motivation needed to get through the day.
Furthermore, Listen B*tch is taking their commitment a step further by donating a portion of their profits in November to the Toronto branch of The Canadian Center for Addiction & Mental Health. This generous act is a testament to the brand’s dedication to mental health support and awareness.
By using these billboards to spread positivity and awareness, Listen B*tch hopes to make a significant impact on the mental well-being of Torontonians and Canadians struggling with SAD. This initiative emphasizes the importance of supporting those facing mental health challenges during the challenging winter season.
All images in this article are courtesy of Listen B*tch.
