Toy Support Group

A new awareness campaign for CASA Mental Health (Alberta) that uses a group of worn-out children’s toys to reflect an often unspoken reality: when a child is struggling with mental illness, caregivers don’t always know how to help. The campaign’s 30-second spot, titled “Toy Support Group,” unfolds in a child’s bedroom, where a group of toys quietly share their concern for the children who rely on them. The toys act as proxies for parents or guardians, capturing the tension between wanting to comfort a child and not knowing how to address the underlying issue.