'Mental Fatigues' Apparel Line Illustrates Human Inclination to Hide Mental Health

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TAXI Toronto worked with the Canadian Mental Health Association on the camouflage patterns to raise funds and awareness for mental health
'Mental Fatigues' Apparel Line Illustrates Human Inclination to Hide Mental Health

The Canadian Mental Health Association (CMHA) has launched Mental Fatigues, an apparel line that illustrates the tendency many Canadians have to hide their mental health issues. Developed by creative agency TAXI Toronto in partnership with Toronto-based artist Ka-Young Lee, the line consists of three camouflage patterned T-shirts, each symbolically hiding a different key issue in Canadian mental health: anxiety disorder, substance use disorder, or workplace mental health. 

“The Mental Fatigues apparel line illustrates an important insight about our mental health: when we camouflage our struggles, we hide from the help we need,” says Margaret Eaton, national CEO of the CMHA. “CMHA welcomes the support provided through this imaginative campaign.” 

All proceeds from Mental Fatigues will go to the CMHA, Canada’s most established and extensive community mental health organisation, where it will help fund advocacy, programs, and resources that enable all Canadians to flourish and thrive. While financial support is important, it only represents a portion of what this campaign hopes to accomplish. For creative agency TAXI Toronto, sparking conversation is imperative.

Substance Use Disorder


Workplace Mental Health


Anxiety Disorder

“It’s more important than ever to be talking about mental health,” said Alexis Bronstorph, co-executive creative director at TAXI Toronto. “We challenged ourselves to find a creative way to encourage that open dialogue.” 

A limited run of the Mental Fatigues apparel line is available for purchase here.

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Categories: Associations, Corporate, Social and PSAs

TAXI - Toronto, 1 month ago