George Cope, then-President and CEO of BCE and Bell, speaks at the Bell Let's Talk special announcement held at the TIFF Bell Lightbox in Toronto, Tuesday, Sept. 22, 2015. Wednesday marks the 10th edition of Bell Canada's Let's Talk Day in support of mental health initiatives, an event that has become one of the country's best-known examples of corporate outreach. Bell has donated more than $100 million toward research, community groups and other organizations during the past decade and has drawn praise for its efforts to combat the stigma of mental illness. The annual event has also been a target for critics of Bell, who have called on the company to focus on the well-being of its own employees. THE CANADIAN PRESS/Marta Iwanek