We all hide stuff on social media. Especially teens. Instagram can feel like the glossy pages of a Tiger Beat. Does anyone remember Tiger Beat? It's a magazine from the 90s...you get it. This social media campaign was developed to let teens know they can stop hiding things and share with Kids Help Phone what they won’t share with everyone else. Using Instagram, we created videos that looked just like real posts but with audio that told the real unfiltered truth of what kids were going through. As a result, Kids Help Phone received the most phone calls in it’s 28-year history.
Recognition: Marketing Awards, AToMiCs, Strategy