Kids Help Phone provides online and telephone counseling and support to at-risk youth across Canada. The goal of this particular campaign was to reach youth in harder-to-reach communities with less access to online and in-person mental wellness resources, who were not immediately in crisis, but experiencing distress and not finding answers in trusted places. However, most consumers have been under the impression that Kids Help Phone is only for crisis support and thus do not consider the company for more general depression, anxiety, and relationship matters.