In the summer of 2019, the Centre for Addiction and Mental Health (CAMH), Canada’s largest mental health teaching hospital, found itself at the centre of a high-profile media crisis after three patients absconded from care at its forensic mental health unit. The events had led to public concern from the community, the media, and the government, putting CAMH’s reputation at risk. Much of the concern manifested through stigmatizing statements due to a common misunderstanding and ignorance towards mental health, especially in the forensic area. CAMH’s chief executive officer, Dr. Catherine Zahn, and her team had to decide how they would address the crisis both externally with the public and internally in their own organization.
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