"Back when Steve Mitchell and I wrote Point of View for my latest record, we immediately started talking about how we wanted to 'do some good' with this song," recalled Henderson in a Facebook post. "A few months ago I jumped on a Zoom call with the Canadian Mental Health Association Saskatchewan Division and with Bell Canada/CTV to discuss how we could use this song to build a campaign in support of mental health initiatives. I'm sure I don't have to tell you that the need is greater now than it's ever been." The first commercial of a new campaign aired on Feb. 3 on CTV for the first time, and Henderson said there will be at least one more in April and potentially more later in the year.