Kids Help Phone: Grown-up problems aren't just for grown-ups

Alexandra Montgomery, Josh Hansen, AJ Jones

Canadian mental health charity Kids Help Phone (KHP) ran a multichannel campaign in 2021 to raise adult awareness of young people's mental health challenges from 20% to 50%, broaden its donor base and increase awareness of KHP among teenagers by 5%.

Campaign details

Brand: Kids Help PhoneBrand owner: Kids Help PhoneEntrant company: McCann Canada - CanadaIdea creation: McCann TorontoMarket: North AmericaSector: Non-profit, public sector & educationMedia channels: Outdoor, Out-of-home, Cinema, Print - general, Unspecified, Online video, Social media, Radio & audio, Search marketingBudget: Up to 500k

Executive summary

Kids Help Phone (KHP) needed to find a way to increase adult Canadians’ awareness of the scope and severity of youth mental health issues amidst competing worthwhile causes born of and accelerated by a global pandemic, extreme weather...

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