This dark side case delves into Bell Canada’s cause-related marketing campaign #BellLetsTalk – a critically acclaimed initiative that helped raise awareness and funding for mental health programs in Canada. This case is written from the perspective of a former employee who recounts her growing disillusionment with the campaign’s authenticity. The narrative reveals internal contradictions and growing corporate interests, especially Bell’s decisions that appeared to prioritize profits over employee well-being. It is intended for an undergraduate student audience, and critically examines the disparity between an organization’s espoused values and its actions. It highlights issues related to corporate social responsibility (CSR) practices and corporate reputation, ethical and moral responsibilities of organizations, and how managerialism exploits social causes – like mental health and wellbeing – for profit-generating opportunities. The case is accompanied by an extensive teaching note designed to support a deep exploration of the issues within the classroom setting.