Skip over navigation
Donate Today

media

Kids Help Phone and MuchMusic launch new television PSA

Toronto (July 19th, 2006)Kids Help Phone today launched a new public service announcement (PSA) created by National Media Partner MuchMusic to raise awareness about Kids Help Phone as a resource for Canadian youth dealing with tough issues.

The 30-second spot – "Alone in the Crowd" – was produced pro bono by MuchMusic Creative Services with production and post-production services donated by Crush Inc., William F. White and Greg Foad, DP. The PSA will air prominently on MuchMusic free of charge; other CHUM Limited-owned stations are also donating air-time for the spot.

The PSA shows how a secret, seemingly shared between two friends, can spread until it becomes a rumour among many. The spot ends with a reminder that Kids Help Phone offers confidential help, 24 hours a day, seven days a week: "Need someone to talk to? Your secret is safe with Kids Help Phone."

"We're grateful to MuchMusic for its generous ongoing support of Kids Help Phone,” said Graham Lute, Vice President, Marketing and Fund Development, Kids Help Phone. "Since our launch in 1989, MuchMusic has been an invaluable partner in helping Kids Help Phone reach Canadian youth. Its commitment to the social well-being of its viewers is truly commendable and evident in every aspect of the Kids Help Phone-MuchMusic relationship."

"MuchMusic has a special connection with Canadian youth, and a responsibility to them that reaches beyond music and entertainment," said David Kines, Vice President, Music and Youth Services, CHUM Television. "We're proud to continue our support of Kids Help Phone’s vital work."

"Alone in the Crowd" is the fifth original PSA MuchMusic has created for Kids Help Phone since 1989. Click here to view the PSA online - the PSA requires Quicktime to view. If you do not have Quicktime, please download your free copy here.

Kids Help Phone (http://www.kidshelpphone.ca/; 1-800-668-6868) is Canada's only toll-free, 24-hour, bilingual and anonymous phone and web counselling, referral and information service for children and youth. Every day, professional counsellors provide immediate, caring support to young people in urban and rural communities across the country. Children and teens contact Kids Help Phone about every issue imaginable, including physical, sexual and emotional abuse, drugs and suicide. In 2005, Kids Help Phone helped young people in need from almost 3,000 Canadian communities more than one million times through its phone and online services.

In 2005 alone, MuchMusic donated over $1.2 million of airtime for PSAs, and over $1 million in cash donations and in-kind support to youth-relevant charitable initiatives through scholarships, sponsorships, and other forms of assistance. Additionally, MuchMusic’s on-air personalities make countless public appearances in aid of not-for-profit organizations. MuchMusic also produces media education programming that explores media messages and addresses social issues from a youth perspective. Recent examples include Musicians in the War Zone (in association with War Child Canada), Inside Your Threads (examining sweatshop labour) and MuchMusic Talks: The Bully Factor. Recognized by Strategy magazine as 2005’s 'Brand of the Year,' MuchMusic is an integral part of today's pop culture landscape – delivering fans an unparalleled music television experience since August 31, 1984.

Lindsay George
Manager, Communications
(416)581-8974

Go Back

Brenda called Kid’s Help Phone to vent about her parents. She said they were being unreasonable by not allowing her to meet a boy. The 15-year-old was considering sneaking out anyway. A few questions revealed that the boy was someone she’d “met” on the Internet – and that he’d first said he was 15, but was actually 29. The KHP counselor talked about Brenda’s natural curiosity, but also about possible dangers. It didn’t take long for Brenda to admit to having “funny feelings” about it. By the end of the call, she’d decided to try to find someone her own age, met the “old-fashioned” way. Mike told us he was traveling fast on the road to nowhere. He wanted to get off drugs and off the streets. The KHP counselor calmed Mike, assessed his needs, and found him a safe shelter. Years later, Mike called again. Now 20, he was back in school, with a steady job and a new life. He was calling to say thanks – not just for what KHP had done, but most of all for listening to him and believing in him. Mike says KHP helped him turn his life around. Today, he spends his spare time helping street youth. Ten-year-old Megan was being sexually and physically abused. Two nights earlier, she’d been placed in a foster home, but didn’t feel comfortable talking to her foster parents yet. With gentle prompting, Megan began to tell her story. Her feelings were agonizingly mixed. Despite everything, she missed her mom’s bedtime stories and the familiarity of home. It meant a lot to be able to talk about her feelings with someone she could trust. Together, Megan and KHP looked at what Megan could do to make things easier, like getting bedtime stories on tape. She was grateful to be reminded that her foster home would become more familiar each day, and that KHP would be there whenever she needed it in the days ahead. Brenda called Kid’s Help Phone to vent about her parents. She said they were being unreasonable by not allowing her to meet a boy. The 15-year-old was considering sneaking out anyway. A few questions revealed that the boy was someone she’d “met” on the Internet – and that he’d first said he was 15, but was actually 29. The KHP counselor talked about Brenda’s natural curiosity, but also about possible dangers. It didn’t take long for Brenda to admit to having “funny feelings” about it. By the end of the call, she’d decided to try to find someone her own age, met the “old-fashioned” way. Mike told us he was traveling fast on the road to nowhere. He wanted to get off drugs and off the streets. The KHP counselor calmed Mike, assessed his needs, and found him a safe shelter. Years later, Mike called again. Now 20, he was back in school, with a steady job and a new life. He was calling to say thanks – not just for what KHP had done, but most of all for listening to him and believing in him. Mike says KHP helped him turn his life around. Today, he spends his spare time helping street youth. Ten-year-old Megan was being sexually and physically abused. Two nights earlier, she’d been placed in a foster home, but didn’t feel comfortable talking to her foster parents yet. With gentle prompting, Megan began to tell her story. Her feelings were agonizingly mixed. Despite everything, she missed her mom’s bedtime stories and the familiarity of home. It meant a lot to be able to talk about her feelings with someone she could trust. Together, Megan and KHP looked at what Megan could do to make things easier, like getting bedtime stories on tape. She was grateful to be reminded that her foster home would become more familiar each day, and that KHP would be there whenever she needed it in the days ahead. Brenda called Kid’s Help Phone to vent about her parents. She said they were being unreasonable by not allowing her to meet a boy. The 15-year-old was considering sneaking out anyway. A few questions revealed that the boy was someone she’d “met” on the Internet – and that he’d first said he was 15, but was actually 29. The KHP counselor talked about Brenda’s natural curiosity, but also about possible dangers. It didn’t take long for Brenda to admit to having “funny feelings” about it. By the end of the call, she’d decided to try to find someone her own age, met the “old-fashioned” way. Mike told us he was traveling fast on the road to nowhere. He wanted to get off drugs and off the streets. The KHP counselor calmed Mike, assessed his needs, and found him a safe shelter. Years later, Mike called again. Now 20, he was back in school, with a steady job and a new life. He was calling to say thanks – not just for what KHP had done, but most of all for listening to him and believing in him. Mike says KHP helped him turn his life around. Today, he spends his spare time helping street youth. Ten-year-old Megan was being sexually and physically abused. Two nights earlier, she’d been placed in a foster home, but didn’t feel comfortable talking to her foster parents yet. With gentle prompting, Megan began to tell her story. Her feelings were agonizingly mixed. Despite everything, she missed her mom’s bedtime stories and the familiarity of home. It meant a lot to be able to talk about her feelings with someone she could trust. Together, Megan and KHP looked at what Megan could do to make things easier, like getting bedtime stories on tape. She was grateful to be reminded that her foster home would become more familiar each day, and that KHP would be there whenever she needed it in the days ahead. Brenda called Kid’s Help Phone to vent about her parents. She said they were being unreasonable by not allowing her to meet a boy. The 15-year-old was considering sneaking out anyway. A few questions revealed that the boy was someone she’d “met” on the Internet – and that he’d first said he was 15, but was actually 29. The KHP counselor talked about Brenda’s natural curiosity, but also about possible dangers. It didn’t take long for Brenda to admit to having “funny feelings” about it. By the end of the call, she’d decided to try to find someone her own age, met the “old-fashioned” way. Mike told us he was traveling fast on the road to nowhere. He wanted to get off drugs and off the streets. The KHP counselor calmed Mike, assessed his needs, and found him a safe shelter. Years later, Mike called again. Now 20, he was back in school, with a steady job and a new life. He was calling to say thanks – not just for what KHP had done, but most of all for listening to him and believing in him. Mike says KHP helped him turn his life around. Today, he spends his spare time helping street youth. Ten-year-old Megan was being sexually and physically abused. Two nights earlier, she’d been placed in a foster home, but didn’t feel comfortable talking to her foster parents yet. With gentle prompting, Megan began to tell her story. Her feelings were agonizingly mixed. Despite everything, she missed her mom’s bedtime stories and the familiarity of home. It meant a lot to be able to talk about her feelings with someone she could trust. Together, Megan and KHP looked at what Megan could do to make things easier, like getting bedtime stories on tape. She was grateful to be reminded that her foster home would become more familiar each day, and that KHP would be there whenever she needed it in the days ahead. Brenda called Kid’s Help Phone to vent about her parents. She said they were being unreasonable by not allowing her to meet a boy. The 15-year-old was considering sneaking out anyway. A few questions revealed that the boy was someone she’d “met” on the Internet – and that he’d first said he was 15, but was actually 29. The KHP counselor talked about Brenda’s natural curiosity, but also about possible dangers. It didn’t take long for Brenda to admit to having “funny feelings” about it. By the end of the call, she’d decided to try to find someone her own age, met the “old-fashioned” way. Mike told us he was traveling fast on the road to nowhere. He wanted to get off drugs and off the streets. The KHP counselor calmed Mike, assessed his needs, and found him a safe shelter. Years later, Mike called again. Now 20, he was back in school, with a steady job and a new life. He was calling to say thanks – not just for what KHP had done, but most of all for listening to him and believing in him. Mike says KHP helped him turn his life around. Today, he spends his spare time helping street youth. Ten-year-old Megan was being sexually and physically abused. Two nights earlier, she’d been placed in a foster home, but didn’t feel comfortable talking to her foster parents yet. With gentle prompting, Megan began to tell her story. Her feelings were agonizingly mixed. Despite everything, she missed her mom’s bedtime stories and the familiarity of home. It meant a lot to be able to talk about her feelings with someone she could trust. Together, Megan and KHP looked at what Megan could do to make things easier, like getting bedtime stories on tape. She was grateful to be reminded that her foster home would become more familiar each day, and that KHP would be there whenever she needed it in the days ahead. Brenda called Kid’s Help Phone to vent about her parents. She said they were being unreasonable by not allowing her to meet a boy. The 15-year-old was considering sneaking out anyway. A few questions revealed that the boy was someone she’d “met” on the Internet – and that he’d first said he was 15, but was actually 29. The KHP counselor talked about Brenda’s natural curiosity, but also about possible dangers. It didn’t take long for Brenda to admit to having “funny feelings” about it. By the end of the call, she’d decided to try to find someone her own age, met the “old-fashioned” way. Mike told us he was traveling fast on the road to nowhere. He wanted to get off drugs and off the streets. The KHP counselor calmed Mike, assessed his needs, and found him a safe shelter. Years later, Mike called again. Now 20, he was back in school, with a steady job and a new life. He was calling to say thanks – not just for what KHP had done, but most of all for listening to him and believing in him. Mike says KHP helped him turn his life around. Today, he spends his spare time helping street youth. Ten-year-old Megan was being sexually and physically abused. Two nights earlier, she’d been placed in a foster home, but didn’t feel comfortable talking to her foster parents yet. With gentle prompting, Megan began to tell her story. Her feelings were agonizingly mixed. Despite everything, she missed her mom’s bedtime stories and the familiarity of home. It meant a lot to be able to talk about her feelings with someone she could trust. Together, Megan and KHP looked at what Megan could do to make things easier, like getting bedtime stories on tape. She was grateful to be reminded that her foster home would become more familiar each day, and that KHP would be there whenever she needed it in the days ahead. Brenda called Kid’s Help Phone to vent about her parents. She said they were being unreasonable by not allowing her to meet a boy. The 15-year-old was considering sneaking out anyway. A few questions revealed that the boy was someone she’d “met” on the Internet – and that he’d first said he was 15, but was actually 29. The KHP counselor talked about Brenda’s natural curiosity, but also about possible dangers. It didn’t take long for Brenda to admit to having “funny feelings” about it. By the end of the call, she’d decided to try to find someone her own age, met the “old-fashioned” way. Mike told us he was traveling fast on the road to nowhere. He wanted to get off drugs and off the streets. The KHP counselor calmed Mike, assessed his needs, and found him a safe shelter. Years later, Mike called again. Now 20, he was back in school, with a steady job and a new life. He was calling to say thanks – not just for what KHP had done, but most of all for listening to him and believing in him. Mike says KHP helped him turn his life around. Today, he spends his spare time helping street youth. Ten-year-old Megan was being sexually and physically abused. Two nights earlier, she’d been placed in a foster home, but didn’t feel comfortable talking to her foster parents yet. With gentle prompting, Megan began to tell her story. Her feelings were agonizingly mixed. Despite everything, she missed her mom’s bedtime stories and the familiarity of home. It meant a lot to be able to talk about her feelings with someone she could trust. Together, Megan and KHP looked at what Megan could do to make things easier, like getting bedtime stories on tape. She was grateful to be reminded that her foster home would become more familiar each day, and that KHP would be there whenever she needed it in the days ahead. Brenda called Kid’s Help Phone to vent about her parents. She said they were being unreasonable by not allowing her to meet a boy. The 15-year-old was considering sneaking out anyway. A few questions revealed that the boy was someone she’d “met” on the Internet – and that he’d first said he was 15, but was actually 29. The KHP counselor talked about Brenda’s natural curiosity, but also about possible dangers. It didn’t take long for Brenda to admit to having “funny feelings” about it. By the end of the call, she’d decided to try to find someone her own age, met the “old-fashioned” way. Mike told us he was traveling fast on the road to nowhere. He wanted to get off drugs and off the streets. The KHP counselor calmed Mike, assessed his needs, and found him a safe shelter. Years later, Mike called again. Now 20, he was back in school, with a steady job and a new life. He was calling to say thanks – not just for what KHP had done, but most of all for listening to him and believing in him. Mike says KHP helped him turn his life around. Today, he spends his spare time helping street youth. Ten-year-old Megan was being sexually and physically abused. Two nights earlier, she’d been placed in a foster home, but didn’t feel comfortable talking to her foster parents yet. With gentle prompting, Megan began to tell her story. Her feelings were agonizingly mixed. Despite everything, she missed her mom’s bedtime stories and the familiarity of home. It meant a lot to be able to talk about her feelings with someone she could trust. Together, Megan and KHP looked at what Megan could do to make things easier, like getting bedtime stories on tape. She was grateful to be reminded that her foster home would become more familiar each day, and that KHP would be there whenever she needed it in the days ahead.