KIDS HELP PHONE AND INVEST IN KIDS LAUNCH PARENTS HELP LINE
By Adnews Staff
Kids Help Phone and Invest in Kids Foundation, both based in Toronto, are giving Canadian parents a new 24-hour toll-free help line. The new 24-hour bilingual Parent Help Line launches Monday and will offer parents and caregivers counseling and information services, that research shows they both want and need. Bill Saul, president and CEO of Kids Help Phone, explained parents would call the Kids Help Phone because they didn't know where else to turn. Although the parents line will be managed by Kids Help Phone, the service will remain separate with its own phone lines, counselors and Web site. Parent Help Line is sponsored by Bell, Kellogg Canada and Zellers and received start-up funding from the Ontario Trillum Foundation. A supporting bilingual campaign including television, radio, print and out-of-home advertising was created by Cossette Communication Group Inc. The group was also behind the design of the Web site. Toronto-based Drums Inc. created the interactive Web site software for the site at <http:www.parentsinfo.sympatico.ca>. Advertising is running on a pro-bono basis. Kellogg's will also be featuring the Parent Line logo and number on 3 million of its cereal boxes to raise awareness of the service.