Marking the 10th anniversary of Bell Let’s Talk, Canadians across the globe are sharing stories and struggles of mental health to help spread awareness and end stigma.

Joining the conversation this year is PEI Cannabis.

With every applicable text, call, tweet, retweet, social media video view and Facebook and Snapchat filters — using the #BellLetsTalkDay — Bell will donate five cents towards Canadian mental health services. As of 10 am.. this morning, more than 23 million people had participated in the initiative.

PEI Cannabis, the provincial supplier and retailer of cannabis products, is donating $1 to PEI’s division of the Canadian Mental Health Association  for every share of their post on social media. The floral-adorned ad reads, “Be kind to your mind.” The catch is, the total amount the organization is promising is $1000 if it reaches its sharing goals — the post would have to be shared 1,000 times for PEI Cannabis to donate the promised amount.

As of 10:30 a.m., the post had garnered 220 shares and a handful of cynical comments.

Facebook user Nicole Azzopardi commented, “Islanders purchase 2.5 million dollars worth of pot within its first few months of legalization and all you can come up with is a measly $1000 IF you get the shares? This is shameful.”

In the first six months following legalization, PEI Cannabis reported selling a little over $7 million worth of cannabis products, CBC notes. From October 2018 to September 2019, PEI consumers purchased about $15 million worth of licensed retail pot products, according to Statistics Canada.

Another Facebook user, Indra Love-Johnson, commented that the company should just donate the full $1,000 without waiting for people to share it, but added that the graphic they used was pretty.

No other licensed retailers across Canada appeared to be following PEI Cannabis’ lead.

Last year, according to company statements, “total Bell Let’s Talk Day messages of support reached 1,013,915,275, with Bell’s funding for Canadian mental health standing at $100,695,763.75.”