This study examines the factors, processes, challenges, and successes that affected the implementation of Manitoba's mental health strategic plan, “Rising to the Challenge: A strategic plan for the mental health and well-being of Manitobans". A case study application of the Advocacy Coalition Framework describes this policy response in terms of its policy subsystem, relevant contextual factors, and the extent of policy-oriented learning. Interviews with policy makers, mental health organization administrators, and front-line workers involved in the implementation of this strategy were conducted along with a review of relevant documents. The factors that contributed to the challenges and success in implementing this strategy include limitations in financial resources, policy purpose and design, public and political support, the implementation and evaluation approach, system complexity, the economic and political environment, applicability to front-line practice, time constraints, organizational supports, leadership, and advocacy. Recommendations are made to improve the Advocacy Coalition Framework and implementation processes.