Going Blue 4 U – Raising Awareness for Mental Illness in 2012

Going Blue 4 U (GB4U) is a campaign that was launched in 2011 from a tweet. In the media it was dubbed as the awareness campaign putting a colorful spin on the blues and received extensive coverage.  In 6 weeks GB4U raised just over $11,000 for 24-Hour Crisis Lines across Canada.  More importantly, it created healthy and lighthearted conversation around a difficult topic – mental illness and suicide prevention.

In 2011 the campaign was administered manually by myself and a small team of passionate individuals.  The entire campaign was lovingly created, maintained and administered with zero administrative costs – which means, all funds raised went to the 24-Hour Crisis Line charitable organizations.  Thank you to the generosity of small businesses with big hearts:

  • Che Borden of Media Eye Studios generously donated her creative talent to take the content and vision to create promotional material and the GB4U website.
  • Promotional print material was generously donated by Robin of RAD Printing.
  • Deva Dave donated his creative flair for hair to dye participants hair blue.

What is Happening to Going Blue 4 U for 2012?

Many people have been asking: what is happening for 2012 with GB4U?

At the end of the 2011 campaign, the team and charities debriefed on what worked and what didn’t work.  All with the intent of creating a second campaign for 2012.  Many insights were discussed that formed the foundation of what was to come next.  To go bigger, we have to play bigger. Which means we need to have a platform that withstands the possibility of this being a huge national campaign in Canada, and in the future, possibly on a global scale.

But how do we raise the money to create the foundation?  After deep research and testing fundraising platforms, I chose Katipult, a local Calgary start up with an innovative product.  What I like about Katipult that I haven’t seen on other platforms is the accountability of where the funds are going.  Milestones are created, that keep donors informed of the fundraising progress.  So the GB4U fundraising project was born.

What is the Purpose of the Katipult Fundraising Project for Going Blue 4 U?

The purpose of the Katipult fundraising campaign for Going Blue 4 U is to raise the funds needed to create the foundation for the campaign to hopefully launch late September 2012, in conjunction with World Suicide Prevention Day and Mental Illness Awareness Week.  After coming up with zero approvals of grants, requests from corporations who supposedly support mental illness awareness and mental health, we needed to be creative.

The Katipult platform will help us raise $25,000 for the following:

  • Professional Promotional Video – Cost with a generous charity discount $1000.
  • Software Programming, which will allow participants to register online, track their fundraising and easily promote to their friends and family – Cost $10,000
  • BLUEkits – not everyone wants to dye their hair blue.  Thanks to Corporation Promotions, who has been extremely helpful in obtaining costs for budgeting purposes for the BLUEkits,  The BLUEkits will be a recyclable bag, that contains (but not limited to): T-shirt, bracelet, promotional material all with the GB4U logo.  Cost for 2,000 kits for promotional purposes – $10,000
  • Advertising and Promotion – for visibility and promotion, a marketing campaign including print, radio and TV – Cost: $3,000
  • Distribution of BLUEkits and Promotional items by volunteers, Canada Post and couriers – Cost $1,000

As you can see, every item is accounted for and there is no personal gain from funds raised.  If by chance there is any money left over from this campaign it will be divided evenly amongst 24-Hour Crisis Line charitable organizations.  If we are unable to reach our $25,000 target by August 15, 2012, sadly we would be unable to launch the campaign in September 2012.  If we raise the $25,000 by August 15, 2012 I will dye ALL my hair blue – Katy Perry, eat your heart out.

How Does the Going Blue 4 U Fundraising Project Work?

Start by visiting www.katipult.com/gb4u

  1. Watch the video, view the photos from 2011 and read the story.
  2. Click on the Donate Now button (top right).
  3. Enter in the amount you would like to donate – no amount is too small or too large.
  4. You can choose to Follow this Project by clicking on the box.
  5. You can also choose to make your donation anonymous by clicking on the box.
  6. Now select Continue.
  7. You can either sign up with your Facebook page or with your email.  Don’t worry, you’re not committed to some mailing list.
  8. Continue to payment processing.

Unfortunately we are unable to provide tax deductible receipts at this time.  I am in the process of creating GB4U as a foundation, which means all funds raised are donated to existing charitable organizations.

What is in it for You?

Being part of a national movement, something we are desperately lacking especially in Western Canada.  A movement of letting over 6 million Canadians, including 1.2 million youth who are affected by mental illness, that they are not alone and there is help a phone call away 24 hours a day, 365 days a year.

The top corporate donors will receive exposure, visibility and pride in knowing they are part of the solution for mental illness awareness and suicide prevention.

All donors will be included on the GB4U website, if permission is given.

Help us be the change we wish to see in the world – and that is – one day mental illness and suicide prevention will be openly and proudly supported, discussed and accepted.

Be part of the Going Blue 4 U Movement – donate and share.


If you would like to be a part of the GB4U movement with volunteering, planning or committee, please email me details of your willingness to help HERE.



Would love to hear from you

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  1. Thanks Monique. It was amazing to see what happened from one tweet in 6 weeks. Just goes to show with passion & commitment anything is possible.
    Hugs & Love Lee xo

  2. Dear Anne, no amount is too small, every little bit counts and I am so grateful to you for your generosity and support. Hugs & Love Lee xox

  3. Thanks so much Kim. Yep BIG goals, time to put mental illness awareness on the map. Hugs, love & gratitude to you for always being a support. Xoxox

  4. Thank you so much Tanya. Mental Illness affects everybody, not just the person in the darkness. Thank you for sharing.
    Hugs & Love Lee xox

  5. Tanya Hartz says:

    What an impressive campaign to take under your wing, I’m honored that you are not only providing awareness but a movement that is much deserved and highly shadowed at times. My father-in-law had a mental illness that affecting not only himself and his family but his community – so quickly do we want to close the blinders and ignore, pointing fingers at where people should go and what they should do about it. I value your undertaking and passion Lee!

  6. Kim Page Gluckie says:

    I’m on board to help you spread the word now that I’m anchored home for a few weeks! I love how you set BIG goals. Shoot for the moon and you may reach the stars. I’ll help you reach the moon if I can. xo

  7. Anne Wright says:

    Lee, that is a great campaign – I wish I could have contributed more than I just did. I was also really touched by your story on the video and I’m glad you made the right decision back in 2004. Lots of love and hugs your way

  8. Monique DeNault says:

    Fantastic Lee. Congratulations for
    taking an important tweet and running with it. The world needs more
    people with your heart!

  9. Yes it does Kirsten. It is my hope that GB4U will shed some of that stigma to remove the barriers that holds many back from getting the help they need.
    Thanks so much.
    Hugs & Love Lee xoxox

  10. Thank you Nadine. It’s a wonderful way to bring awareness in a more positive light for a dark topic. Thank you.
    Hugs & Love Lee xoxox

  11. Wow, Lee! This looks like an incredible campaign. Very inspiring and needed. Thanks for sharing. xo

  12. Hi Lee,
    Mental illness has so much stigma attached to it and creating opportunities for conversation will help remove these barriers. Best of luck with your fundraising!!

  13. Thank you so much Brad. WOW three nonprofit agencies. Yes it’s a lot of work, many political challenges to move through. I’m determined though and have the vision that Going Blue 4 U will be the equivalent for mental illness of Think Pink for Cancer.
    Hugs & Love Lee xoxox

  14. Thank you so much Jeri for your support. Greatly appreciated. Let’s get Western Canada on the map for mental illness awareness and suicide prevention.
    Hugs & Love Lee xoxox

  15. Jeri says:

    Looks like a fabulous Campaign Lee!! Great ideas to raise funds for a very worthwhile cause! Thanks for all you do – you are an inspiration! Shared <3
    Wishing you massive success!

  16. Brad Simkins says:

    A wonderful program Lee. As someone who has founded and directed three nonprofit agencies, I appreciate how much blood, sweat and tears are invested in keeping it going. I SALUTE you in your love, dedication and service. I reposted this on my FB wall with a note of encouragement to support your awesome program!! Namaste

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