The Best Work You May Never See: Kids Help Phone, McCann Canada Show Grown-up Problems Aren’t Just For Grown-ups
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Robert Goldrich3105 views
Adults are taken more seriously than kids, and so are their problems. But here’s the thing: kids have adult-sized problems. Anxiety, depression, grief--their problems are big and need to be heard. That’s why Kids Help Phone is giving them an adult voice to make sure they’re taken seriously too.
In its first campaign for Kids Help Phone as agency of record, McCann Canada created a series of films featuring esteemed Canadian actors performing monologues about anxiety, grief, coming out and other real obstacles, only to find out that these conversations were actually from kids who have reached out to Kids Help Phone in times of need.
Directed by the twin duo Jamie and Jason Neese, known for their work on the Emmy-nominated Netflix series The Umbrella Academy, UnReal and Dear White People, the films use actors to shine a light on real scenarios that Canadian kids face in the hopes of drawing attention to the severity of the problems that push young people to turn to Kids Help Phone.
The films, specifically highlighting anxiety, grief and coming out, in both English and French, showcase actors Malin Åkerman, a Swedish-Canadian actor known for her roles in Watchmen and Billions, Tatiana Maslany, Emmy & Sundance Film Fest-winning Canadian actor, and award-winning actress Anne Dorval.
This film addressing grief features a monologue performed by Maslany.
Kids Help Phone is Canada’s only 24/7 e-mental health service offering free, confidential support through a multitude of services and programs in English and French to young people Last year, Kids Help Phone’s made over 4.6 million connections with youth in every province and territory — with an ever-growing mandate to always be there for youth when, where and how they need mental health support.
“The pandemic has accelerated the mental health crisis in Canada with young people needing support now more than ever,” said Katherine Hay, President and CEO of Kids Help Phone. “By showing adults that young people also struggle with ‘adult sized’ problems, we hope to make the invisible impacts of their struggle more visible to raise awareness of essential services like Kids Help Phone.”
The campaign debuts today (12/6) on national broadcast Canada, YouTube and social platforms.
Client Kids Help Phone Agency McCann Worldgroup Canada Josh Stein, chief creative officer; Gail Pak, VP, creative director; Mike Shuman, creative director; Athina Lalljee, associate creative director; Thibaut Delelis, associate French creative director; Jayme Fairbridge, sr. art director; Laurie Filgiano, sr. producer; Lili Clune, sr. French producer; Josh Hansen, VP, strategy; Alexandra Montgomery, strategist. Production Jamie & Jason Neese, directors; BM.A. Constantin, DP; Billy Pollina, producer; Melissa Gilbert, celebrity management partner; Christophe Dalpe, DP French; France-Aimy Tremblay, French exec producer; Sébastien Poussard, Jeremy Scialom, French production managers. Editorial Danielle Statuto, editor. Color & Online Alter Ego Music Grayson Matthews Tyson Kuteyi, music director; Kelly Mccluskey, exec producer.