2024 Winner

To create a connection with youth and challenge the stigma of mental health issues, Kids Help Phone (KHP) launched the “Feel Out Loud” platform, by McCann, to let kids know that everyone can feel burdened by their feelings but that they can safely express their feelings – judgment-free – to KHP.

The platform was brought to life across film, social and OOH, with custom placements where kids hang out, including the creation of a character in Roblox and stickers for washrooms. The campaign inspired a song and a limited-edition fashion collection. Results showed that 76% of youth were more likely to reach out to KHP and 31% talked about mental issues with friends and family because of the platform.

Credits

McCann Canada
Josh Stein, Chief Creative Officer
Gail Pak, VP Creative Director
Mike Shuman, Creative Director
Athina Lalljee, Associate Creative Director
Jayme Fairbridge, Senior Art Director
Rasna Jaswal, Design Director
Johan Hogdahl, Designer
Mitchell Houlahan, Designer
AJ Jones, Chief Strategy Officer
Josh Hansen, VP Strategy
Alexandra Montgomery, Strategist
Emily MacLaurin-King, VP Group Account Director
Aaron D’Souza, Account Director
Jordan McConnell, Account Executive
Justyna Karas, Project Manager
Jacqueline Bellmore, VP Director of Production
Eastern Yoo, Senior Producer
Kelsey Irvine, Freelance Producer
Ingrid Kroboth, Producer

Merchant
Executive Producer: Ian Webb
Executive Producer Farrah Khaled
Head Of Production Colin Walker
Line Producer: Hayley Taylor
Director: Matilda Finn
Director of Photography: Ben Fordesman
Production Designer: Noelle Hindi

Saints
Editor: Christopher Chang
Assistant Editor: Phoebe Lorimer, Emilie Peloso
Executive Producer: Michelle Rich

Darling
Flame Artist: Paul Binney
VFX Assistant: Aidan Breit-McNally
Colourist: Patrick Samaniego
Colour Assistant: Eric Kingsbury
Executive Producer: Stephanie Hickman, Morgan Campbell

TA2
Audio Director: Steve Gadsden, Oliver Wickham
Executive Producer: Christine Leslie
Engineer: Kenneth Lo
Music: TA2
Sound Design: TA2
License: OH SO QUIET Courtesy of Peer Music Publishing

Mann Casting
Director of Casting: Steven Mann
Sarah Sheps