Client: Kids Help Phone
Founded in 1989 as a crisis line, Kids Help Phone (KHP) is now Canada’s only free 24/7 e-mental health service dedicated to youth. But its legacy as a crisis line has created a perception challenge: adults do not fully understand the breadth of KHP’s support, and therefore, the urgent need for donations. The objective was to broaden the definition of “help”, positioning KHP as an accessible, everyday emotional support service for young people to reinforce its value to adult donors. This was achieved through Help!, a film that redefines “help” to reflect the emotions youth are feeling today with scenes and quotes pulled from real, anonymized and aggregated conversations between youth and KHP. The campaign delivered significant impact, growing the number of donations from caring adults across Canada by 87% during the campaign period.
