Kids Help Phone has launched a new campaign offering zero-dollar gift cards to remind people of the free mental health support it offers.

The campaign, designed by McCann Canada, includes six gift cards highlighting the benefits of connecting with Kids Help Phone, all featuring illustrations by Toronto-based designer Adam “The Ill-ustrator.” The campaign is designed to shed light on the stress young people face during the holidays and the support that Kids Help Phone offers.

“The beauty of this idea is that it can speak to two audiences at once. Firstly, to young people as a reminder that Kids Help Phone is always here for them, and secondly, to adults whose support we hope to gain and maintain in the midst of an ongoing youth mental health crisis,” McCann Canada creative director Athina Lalljee says.

Kids Help Phone’s latest campaign is part of the brand’s existing “Feel Out Loud” platform it developed with McCann. The campaign is live on KHP’s Instagram, and currently doesn’t have an end date.

The campaign was timed to start during the holidays because Kids Help Phone has noted that demand for its services rises 20% during the season.

“Year end is a critical fundraising period for Kids Help Phone,” says McCann Canada vice president, group account director Emily MacLaurin-King. “In their first year [of] the new ‘Feel Out Loud’ platform… it was critical to continue raising awareness and dialogue around mental health. Showing up in unexpected ways helps us to do that. Hacking a popular but impersonal holiday gift – and making it more meaningful – connects with young people and adults alike.”