Classic The Beatles hit ‘Help!’ reimagined into youth mental health anthem

Canadian non-profit organisation Kids Help Phone (KHP) has launched the latest chapter of its "Feel out loud" campaign, incorporating The Beatles’ iconic song Help! to spotlight youth mental health. The film, created to reflect the real experiences of young people, translates anonymized insights from over 50 million real-time conversations into cinematic metaphors.

Each scene in the campaign visualises the challenges youth face whether it's the loss of a parent, porn addiction, self-harm, bullying, sexual abuse and more. By reinterpreting a timeless song through the voices of today’s youth, KHP underscores that help is available for all feelings and every type of crisis.

The fall launch is strategic, coinciding with back-to-school, one of the most stressful periods for youth. KHP’s data shows that text interactions rose 18% between July and October 2024, with conversations about anxiety and stress increasing more than 20%. Other topics include sexual abuse, economic pressures, and identity challenges.

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“Help isn’t about weakness, it’s about possibility. Every day, young people reach out to us in different ways, and about different things. There is no issue too big or feeling too small. For more than 36 years, KHP has been here to listen and respond, and we’ll continue to be here, 24/7, as the challenges facing young people evolve," said Susan Morris, interim president and CEO, Kids Help Phone.

“With this film, we wanted to take an anthem everyone knows and reimagine it through the voices of young people today. The choice to reinterpret Help! was intentional, it’s timeless, but now it carries the weight of modern realities. Every lyric, every frame reflects what youth tell us in their own words: that help looks different for each of them," explained Rebecca Stutley, group head and executive vice President, brand, storytelling and communications.

The campaign aims to make mental health support more relatable and accessible, demonstrating that reaching out is simple, free, and always available via phone, text, or online chat. "Feel out loud" also encourages adults to donate to ensure all youth have access to life-saving services.

By pairing a globally recognized song with real youth experiences, KHP is harnessing the emotional power of music to communicate that no issue is too big, and no feeling is too small, for young people to seek support.

“Young people connect with us across a wide spectrum of needs: some in moments of acute crisis, and others to process stress, identity, or relationships. By grounding this campaign in youth experiences, we’re showing that KHP is built to respond to all of it, from moments of crisis to the heavy feelings, with the right level of support, whenever and however youth choose to reach out," explained Alisa Simon, group head and executive vice president, eMental health transformation and clinical services.

“Young people are navigating challenges in ways that the traditional mental health system simply wasn’t built for. At KHP, we know that responsive, inclusive and innovative support isn’t optional—it’s essential. Our approach is driven by bold innovation, grounded in clinical expertise, and built with safety at its core —because that’s what young people deserve," added Justin Scaini, group head and executive vice president, strategy, innovation and transformation. 

Music has long been recognised as a powerful tool for supporting mental health, with studies showing it can reduce stress, elevate mood, and promote emotional expression. Mental health campaigns are increasingly leveraging music to connect with youth and communicate messages of resilience and self-care. In Singapore, electricity retailer Geneco collaborated with award-winning singer-songwriter Sherman Zhuo to release Endless Shine on YouTube and Spotify. Composed by Zhuo, the song reflects his personal journey of overcoming mental health challenges and societal expectations, celebrating the joy found in life’s small moments.

Meanwhile, in recognition of World Mental Health Day on 10 October, McDonald’s Singapore launched its youth mental wellness initiative, "Lovin’ Me". At the heart of the campaign is an original anthem and music video that chronicles the emotional experiences of young people. With lyrics centered on self-love, resilience, and acceptance, the anthem serves as a rallying cry for youth to embrace and celebrate their unique selves.

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