Youth-Centric Mental Health Asset Library
To better address the evolving mental health needs of Canada’s diverse youth, Kids Help Phone (KHP) sought to modernize its resource library with culturally resonant content that empowered young people. FMG designed and executed a mixed media asset library focused on mental health promotion, prioritizing authenticity and representation to strengthen trust and engagement.
Key Contributions:
- BIPOC-Led Creative Development: Partnered exclusively with Black, Indigenous, and People of Colour creators to produce relatable, culturally relevant content, ensuring the perspectives of marginalized youth were authentically elevated.
- Targeted Audience Alignment: Curated videos, articles, and multimedia tools that directly addressed the unique mental health challenges faced by BIPOC youth, fostering inclusivity and accessibility.
- Strategic Content Distribution: Optimized assets for KHP’s RISE platform, a dedicated hub for equity-focused mental health resources, to drive engagement and user traffic.
Outcome: The revitalized library saw a significant increase in traffic to the RISE platform, positioning KHP as a leader in equitable mental health support. By centering BIPOC voices, the initiative deepened trust with underrepresented communities and amplified the organization’s relevance among Canadian youth.