1 in 5 teens is struggling with depression, but what they share on social media are happy filtered images. With Facebook’s new 360 photo technology, we wanted to highlight what’s really going on in their lives. And remind them that Kids Help Phone is a safe place for them to share.

To stop teens while they were scrolling through their newsfeed, we mimicked an average-looking profile picture update. We launched with a bullying execution during National Bullying Week, and followed with the abuse execution in December when Kids Help Phone receives its peak of annual calls.

On a media spend of just $13,000 we reached over 1 million teens. Moreover, 1 in 7 teens interacted with or shared our posts on their own social channels. These 2 posts generated 76% of comments and 61% of shares on Kids Help Phone’s Facebook page last year, outperforming over 400 other posts shared.