With the help of McCann Canada, Kids Help Phone has entered a new category–holiday gift cards (the gift you can give pretty much anyone).
The idea was sparked by the fact that demand for Kids Help Phone’s services increases by 20% during the holidays, and is aligned with the existing ‘Feel Out Loud’ platform that McCann has been developing with the charity.
The idea was sparked by the fact that demand for Kids Help Phone’s services increases by 20% during the holidays, and is aligned with the existing ‘Feel Out Loud’ platform that McCann has been developing with the charity.
McCann landed on free (digital) gift cards as a way to organically remind young people of the KHP services during the holiday season. “Kids Help Phone’s services are always free for young people, so a range of zero-dollar gift cards felt like the perfect metaphor,” said McCann’s creative director Fernando Salvador, in a release. “We hope they’ll serve as a simple reminder to those looking for a space to feel out loud.”
The accompanying campaign is live on Kids Help Phone’s Instagram and currently does not have an end date.
The set of digital zero-dollar gift cards are sharable via Instagram and can be (symbolically) exchanged for non-commodified mental health exercises like “A judgment-free chat,” "A moment to breathe,” and “A space to exhale.” Each card is adorned by the complimenting graphic illustrations of popular Toronto artist, Adam ‘The Ill-ustrator’ Bosely, whose work often interacts with the subjects of mental health and self love.
“I feel like this project was a good fit for me because my work touches on mental health in an approachable manner that can be appreciated by viewers of all ages,” Bosely told The Message. “With the colourful aesthetic of my characters and their vulnerability, I hope these will attract the viewer to pick up a card and use it as necessary.”
The cards are currently only available digitally, serving as a support reminder to both busy adults during their holiday shopping, and young people navigating seasonal emotional challenges.
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