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Kids Help Phone breaks Fine campaign

Kids Help Phone has begun a new advertising campaign intended to raise awareness of mental health issues among teenagers. The campaign, called “Fine,” was developed by McCann Canada. It is intended to convey to parents that when adolescents say they are “fine,” it may not be the truth. According to the organization, “‘Fine’ is the response given when there’s too much to say so nothing is said, when there are so many feelings it's impossible to express them.” The campaign began on March 2 and will run until April 16, comprising digital, television, out-of-home and social media advertising.

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