Kids Help Phone Chooses Republic
Agency to serve as lead strategic and creative partner for the organization
Toronto, ON – July 4, 2019 – Kids Help Phone today announced the selection of Republic as our lead Strategic and Creative Agency. The empathy marketing agency, and its Generation Z focused subsidiary, ZED, will partner with Kids Help Phone to bring to life our vision to be the most nimble, accessible and effective way for youth in Canada to get support when, how and where they need it.
Kids Help Phone worked with the ICA on the search, using the Qualifications Based Search ideology to inform the process. Spanning 6 weeks, the search focused on a by-invitation RFQ with process framed case studies from the agency to illustrate capabilities and cultural fit. The assignment includes strategic consulting, brand repositioning and platform definition, and the rollout of a national, integrated fundraising campaign. ZED will work in tandem with the Republic team, providing valuable Generation Z insights along with opportunities to collaborate and co-create with this cohort. This relationship is meant to coincide with Kids Help Phone’s re-envisioning of its brand and goal to have touchpoints with at least 3.5 million young people by 2022.
“We are excited to be working with a partner who we know will help us accelerate on our journey to be there for every young person in Canada, no matter how or why they need to reach out.” said Katherine Hay, President and CEO, Kids Help Phone. “As leaders in youth mental health in Canada, we know we are starting from a place of strength. The alignment between Republic’s empathy marketing approach, and the conversations we have with young people every day is powerful. We look forward to working with the team at Republic as we build on these strengths to transform the landscape for youth needing to reach out.”
“We are proud and humbled to have been chosen to partner with this remarkable organization on their transformational journey. Our success will be defined by our ability to support Kids Help Phone on their important mission to be there for the 8.2 million young people in Canada,” stated Republic CEO Beverley Hammond. Adding, “the pressures on today’s youth are changing. The channels in which Canadian youth consume content and reach out for support are evolving and in order to be there for them, we must be empathetic and listen to what their needs are to truly connect with them.”
About Kids Help Phone
Kids Help Phone is Canada’s only 24/7 national service offering professional counselling, information, referrals and volunteer-led text-based support for young people. Kids Help Phone’s free, anonymous services are available in both English and French. Kids Help Phone is a registered Canadian charity, and raises the majority of revenue from individuals, foundations, corporations, and community fundraising.
Republic is an Empathy Marketing agency based in Toronto. We work best with changemakers, catalysts and community builders and our portfolio includes work with brands like AB INBev, BILD GTA, Canada Company, Canadian Tire, Canadian Centre for Gender and Sexual Diversity (CCGSD), Everest Funeral Concierge, LEGO, Muskoka Brewery, Nature Conservancy of Canada, Neal Brothers Foods, Starbucks, Summer Fresh, Sun Life Financial, Weston Foods Foodservice and Xplornet, among others. Our approach is grounded in audience empathy, so we work across all channels without bias to any one marketing discipline.
A subsidiary of Republic, ZED is an agency for and by Generation Z that connects brands and businesses with this unique and powerful generation. ZED supports a network of young Canadians that we call upon to participate in a variety of ways on client projects.
To learn more, contact:
Lindsey Coulter, Director, Strategic Communications & Community Engagement
Kids Help Phone
Dayna Goldhar, Digital Marketing & Growth Coordinator