As the back-to-school season begins, Kids Help Phone (KHP) has unveiled a striking new chapter of its award-winning Feel Out Loud platform. The national campaign, Defining Help, is anchored by a three-minute hero film set to a haunting cover of The Beatles’ “Help!”, designed to show young Canadians that no problem is too big — and no feeling too small — to ask for support.
Created by McCann Canada and directed by Ernest Desumbila of SAUVAGE.TV, the film blends cinematic storytelling, music-video energy, and raw documentary emotion. It visualizes the inner world of Canadian youth, covering everything from anxiety and loneliness to joy and self-discovery. The spot challenges the assumption that seeking help is only for moments of crisis, reframing it as a daily tool for emotional well-being.
“For over 36 years, we’ve been a trusted space where youth across Canada can ‘feel out loud’ and connect with us 24/7 for free, confidential, multilingual mental health support,” says Rebecca Stutley, executive vice president of brand, storytelling, and communications at KHP. “This film amplifies youth voices and reminds everyone that every feeling deserves a place to go.”
The campaign draws on over 50 million anonymized data points collected through KHP’s real-time conversations with young people. These insights shaped the film’s scenes and ensured authenticity, from depicting struggles with identity to moments of hope and resilience. The decision to launch with a three-day video-first blitz across Netflix, Prime Video, YouTube, and TikTok underscores the urgency of reaching Canada’s youth where they spend their time.
Beyond streaming platforms, the initiative extends into DOOH activations near schools, immersive experiences on Roblox, and targeted content across Snapchat and TikTok. This “reverse the algorithm” approach ensures KHP’s message reaches youth in relevant and safe spaces, turning help-seeking into something visible, accessible, and normalized.
Music was a crucial element of the campaign’s emotional weight. Grayson Music Studio produced the stripped-back cover of “Help!”, transforming the familiar anthem into an intimate and haunting soundtrack that underpins the spot’s message of vulnerability and connection.
“This campaign was about finding a way to make ‘help’ feel personal, urgent, and universal all at once,” explains Athina Lalljee, creative director at McCann Canada. “Working with KHP’s clinical team and equity advisory councils helped us make sure the film resonates with all youth — regardless of their background, experience, or identity.”
For KHP, this campaign is not only about raising awareness but also about driving impact. By encouraging young people to reach out and inspiring adults to support their cause, the initiative continues to evolve what it means to provide mental health resources at scale.
