Case Study
BC Mental Health & Substance Use Services
Providing care for people with severe & complex mental health and substance use issues
Introduction
BC Mental Health & Substance Use Services (BCMHSUS), a subsidiary of the Provincial Health Services Authority, serves some of the most complex mental health and substance use cases in British Columbia. Their patients are individuals who have exhausted community-based resources, often with concurrent mental health and substance use disorders.
Project Scope
- Employer brand
- Recruitment website
- Social media assets
- Recruitment presentation materials
- Paid digital creative
The Challenge
BCMHSUS struggled to recruit applicants with both the right skills and a trauma-informed approach to complex patient needs. They sought people aligned with their belief in “health and healing for all.” Urgency grew with rising demand from the fentanyl crisis and COVID-19, plus plans to expand a new treatment model province-wide.
The Solution
We began by listening to BCMHSUS’s Indigenous team to understand systemic barriers rooted in colonial history and ensure cultural traditions were reflected in the employer brand. By engaging elders and participating in practices, we built trust before creating. The resulting materials resonated deeply with all employees, avoided stigma, and made Indigenous employees feel heard and represented.
The Results
The recruitment website has launched, and additional creative assets are ready for future campaigns once funding is available.
