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Kids Help Phone retains McCann

Kids Help Phone has begun a new campaign called “Grown-up Problems.” Developed by McCann Canada, this is the agency’s first work for the organization since becoming its agency of record recently. McCann Canada won the account in a closed search processes. The account will be serviced by McCann Toronto, with support from McCann Montreal. The assignment includes updating the Kids Help Phone brand to increase awareness of its services and improve fundraising.

The campaign consists of a series of videos in which adult Canadian actors deliver monologues about anxiety, grief, coming out and other personal problems. The videos then reveal that these were real conversations from young people who have contacted Kids Help Phone. According to the organization, the intent is to highlight the severity of the problems experienced by young people. The national campaign consists of broadcast, YouTube and social media elements.

“We’re thrilled to have been chosen as the agency partner for Kids Help Phone,” said Ryan Timms, president of McCann Canada. “We put 1,000 percent into this pitch because everyone at the agency wanted to be involved. What Kids Help Phone does is so vital for youth in Canada. They do so much and yet there is so much more to do. We’re eager to partner to further ignite a movement focused on youth mental health and inspire a nation of young people, donors, volunteers, caring adults and staff.”

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