Bell’s ‘Let’s Talk Day’ gets a little boost from rival Rogers

One of Canada’s largest telecommunications companies is promoting awareness of mental health issues on Tuesday, promising to make a donation every time a customer uses a product or promotes the company name. And it just got a little boost from its main rival.

The event, “Bell Let’s Talk Day,” is a noble attempt to raise money, and awareness, for mental health issues in Canada. Bell donates five cents for every text message sent or long distance call made by one of its customers today, and for every tweet posted with the hashtag #BellLetsTalk.

Don’t tweet #LetsTalk, be sure to get that company name in your message.

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With more than 20 million texts, tweets and long distance calls sent by noon today, Bell is already on the hook for about $1 million.

And some of that comes thanks to Bell’s prime tech rival, Rogers.

Mark Goldberg, a telecommunications consultant, issued a challenge to Canada’s other communication companies today, suggesting they get on board the cause. Rogers complied.

The two messages were retweeted more than 100 times within an hour, translating to about $5 in donations from Bell. And ticking.

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It is not the first time the two rivals have worked together. Last year, Bell and Rogers teamed up to buy Maple Leaf Sports and Entertainment, the company that owns the Toronto Maple Leafs, Toronto Raptors and various media and real estate entities.

Still, it is nice to see Rogers jumping on board to help mental illness.

Sometimes a worthy cause outgrows its corporate champion. We call those moments a win.