DEFINING HELP
Brand
KIDS HELP PHONE
Entrant Agency
McCANN CANADA
Category
Creative Data
Award
Gold
Festival & Year
Cannes Lions (2026)
Case Study Details
Kids Help Phone (KHP)’s new film series features Indigenous youth in moments in which reaching out can make a difference by sharing real-life examples of courage and connection, and the many ways young people can get support when they may need it.
Using visual storytelling to honour the strengths of First Nations young people, this film is a gentle reminder that you can express yourself, share your truth and get support in whatever ways work best for you at KHP.
Connect with Kids Help Phone:
Kids Help Phone (KHP) is Canada’s only free, national, 24/7, multilingual and confidential e-mental health service for youth to get help and Feel Out Loud.
Resources for First Nations youth are available at KidsHelpPhone.ca/FirstNations
Youth can text 686868
Adults can text 741741
Call 1-800-668-6868 and press 3
Message online at KidsHelpPhone.ca/FirstNations
If you or someone you know is in danger and needs help immediately, you can contact 911 or the emergency / community services nearest you.
Presentation Board
enim neta . a “A call to action on behalf of the reco .
pe! SGN AUWEX®- VINANCEAL POST°”"Campaign naontak SKE g.amillion youth in this country” «SUN. S&F lincaotomox PR AstrategycorAGAge LKDENOIR 8 ]
NATIONAL*POST
(Sed Seicidel- Lonely sommmns ae) 7
Anxious - O'
@® Ashamed - Scared = Anxious w= :s0~
Insecure - Anxious - Scared
Scared - Co! d - Helpl
Hopeless - Suicidal - Sad
Confused - Anxious - Overwhelmed
Frustrated - Confused - Sad Anxious - Ashamed - Frustrated
Addicted - Frustrated - Helpless FAnnious = Worrled = Overwhelmed |wascseau
Scared - Suicidal - Sad
Scared - Suicidal - Scared
Scared - Ashamed - Anxious Frustrated - Angry - Sad
Addicted - Frustrated - Helpless @B Ashamed = Sad - Scared
Frustrated - Angry - Sad
- Sad - Frustrated
Scared - Suicidal - Scared
@® Scared - Lonely - Ashamed =~»
Sad - Lonely - Insecure
@ Anxious - Overwhelmed - Insecure
med ~ Worried - Anxious
- Sad
4 rn Eo = == »
ST, Geis = = == o : a
Js “ors A FUNDRAISING CAMPAIGN WRITTEN ;
f
CHALLENGE IDEA RESULT
94% of parents in Canada rate their kids’ We showed parents all the ways Kids Help Phone is Defining Help achieved an 87% YoY
mental health as “good”. But in reality, 1 in 2 youth here for youth by turning young people's feelings into increase in number of donations - the most
struggle with their mental health alone. Kids Help 1,028 unique definitions of help. The campaign drew ever within a campaign period for KHP.
Phone (KHP) is Canada’s only national, free, 24/7 from over 50 million conversation data points that were The organisation also saw a 9-point increase
mental health service for youth, and they rely mostly anonymized and aggregated to protect users’ privacy. in trust among the donor target audience,
on donations. KHP needed more adults to see the Then we used the data from conversations to guide the outperforming category average. Post-
invisible crisis surrounding them and help support media plan and place definitions of help based on where campaign IMI research revealed that adults
CONVERSATION DATA POINTS the service financially. feelings were most prevalent. saw KHP as an essential service for kids. INCREASE IN DONATIONS YoY
