Kids Help Phone
Feelings To Text
An interactive digital experience that helps young people turn difficult feelings into a text message, making it easier to take the first step toward support.
Client: Kids Help Phone
Agency: McCann Canada
Year: 2026
Platform: Mobile Web
My Role: Lead UX/UI Design, Interaction Design, Prototyping, Design Systems
Case Film
Case Film results from April 2026 (3 weeks after launch)
Who is Kids Help Phone
Kids Help Phone is Canada's only 24/7 national mental health support service for young people, offering free, confidential support whenever and wherever they need it.
Through phone, text and online resources, the organization provides a safe, judgment-free space for youth to talk about what they're going through, connect with trained responders and access the support they need.
The Challenge
Across Canada, more young people were turning to self-harm and related online content as a way to cope with difficult emotions. Yet, despite this growing trend, outreach to Kids Help Phone wasn't increasing at the same rate. Research revealed two major barriers: young people often struggled to find the words to express what they were feeling, and many feared they wouldn't be taken seriously if they reached out.
We needed to meet young people where they already were, connecting them with helpful, curated content from Kids Help Phone while creating a natural, approachable way to turn their feelings into a conversation with someone who could help.
The Idea
We combined the familiar experience of following interactive lyrics in apps like Spotify and Apple Music with the growing trend of young people seeking out self-harm content online.
By making video subtitles interactive, we created an intuitive way for young people to select words that reflect their feelings. The experience then turns those selections into a personalized text message to Kids Help Phone, removing the pressure of having to find the right words themselves.
The Experience
Results*
The campaign reached and resonated with youth across Canada, driving more engagement with Kids Help Phone.
854,000+
self-harm videos intercepted
*Latest Results as of September 23, 2026
88.7%
platform engagement rate
1.6 in 4
took action to start a conversation with Kids Help Phone
What I learned
This project reinforced that great UX isn't always about introducing something new. Sometimes, it's about understanding how people already interact with technology and finding ways to make those familiar behaviours more meaningful.
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One of the biggest takeaways was the importance of designing around emotional barriers, not just functional ones. For young people struggling to ask for help, the challenge wasn't necessarily accessing support, but finding the words and confidence to start a conversation. By removing that burden, we made the first step feel less intimidating.
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It also challenged me to think differently about interaction design. Something as simple as selecting subtitles could become a powerful tool for self-expression when applied to the right problem.
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Ultimately, Feelings To Text reminded me that the most impactful digital experiences aren't necessarily the most complex. They're the ones that understand people, reduce friction, and make something difficult feel a little easier.
Awards (12)
Strategy Online Awards: 1x Grand Prix
, 2x Gold, 2x silver​
Cannes Lions: 1x Shortlist
Applied Arts: 3x Gold
Gerety Awards: 1x Silver, 1x Bronze
One Show: 1x Gold