In Canada, incidents of self-harm among youth skyrocketed by 975% over the past six years. Last year alone, there were over 1.3 million online searches related to self-harm, according to SEMRush data. Despite this rise, organizations like Kids Help Phone noticed that fewer young people were reaching out for help.
The reasons? Shame, guilt, and fear often prevent open conversations about self-harm. To tackle this issue, Kids Help Phone partnered with McCann Canada to give young individuals the words they need to seek help.
Using Silverpush technology, they can identify young people browsing self-harm-related content and redirect them to a supportive platform called Feelings to Text. As Jaclyn Berzins from Epitaph Group explains, the campaign aims not to introduce self-harm to those unaware but to support those already exploring the topic.
Feelings to Text allows users to choose a film that resonates with them and watch real stories about overcoming self-harm. The videos come with interactive subtitles that let users share feelings and experiences, which are then turned into a text message to Kids Help Phone. This makes it easier for them to connect with crisis responders.
Rebecca Stutley, the executive vice president of Kids Help Phone, emphasized that reaching youth in their spaces is crucial. Many young people think about or engage in self-harm alone. Connecting them with stories of hope can help them express their feelings, including those they often hide.
Recent studies show that mental health issues are on the rise, particularly among adolescents. According to a report from the CDC, about 1 in 5 youth experienced a mental health disorder in 2021. This underscores the importance of initiatives like Feelings to Text. By using technology to foster communication, organizations can play a vital role in providing much-needed support.
In a world where mental health struggles are increasingly acknowledged, innovative approaches like this can make a real difference. The goal is to create safe spaces for youth to express their feelings and find pathways to help in their time of need.
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Young people engaging with self-harm-related content get redirected to interactive videos and connection to a crisis responder. 06/01/2026
