Bell Let's Talk Day inspired active online engagement, attracted celebrity endorsements and the attention of media, all the while raising vital charitable dollars. But a one-day social media event is not enough to significantly move the needle away from ignorance, fear and silence. After all, what happens the next day, and the day after that? Social change requires more than a social media plan. It requires a long-term sustainable strategy. Because in our content-rich, highly distracted world, passion is sometimes overrun by profit, causes are sidestepped by things like limited overhead and the desire to stay current fuels an unyielding need to move onto the next big thing.