Toronto (Oct. 16, 2025) – Kids Help Phone (KHP) and the National Hockey League Players’ Association are proud to mark eight years of collaboration in support of youth mental health in Canada through awareness campaigns and financial contributions. On World Mental Health Day this year, NHLPA Goals & Dreams served as the matching donor, bringing the total contribution from the organization’s charitable arm to $450,000 since 2017 in support of KHP’s services.
Mental Health Matters
Since 2017, NHLPA Goals & Dreams has been a transformative partner in helping KHP expand its reach, encourage mental health conversations with youth and provide critical access to mental health services for kids across the country. The support of KHP aligns with the NHLPA’s mission to be a leader in the mental health space. Consistent with that mission, in 2024, the NHLPA launched FIRST LINE – an education and leadership program developed in partnership with the Mental Health Commission of Canada. FIRST LINE strengthens NHLPA members’ mental health knowledge and skills to support their well-being on and off the ice. To date, one in four NHLPA members is a graduate of the FIRST LINE program, with more members added every year.
Services are Available
With approximately eight million young people across Canada, and nearly 50% still unaware of KHP’s services, the NHLPA’s support has been crucial. From national awareness campaigns to innovative outreach programs, NHL players have lent their voices, influence and platforms to ensure that young people know it’s okay to Feel Out Loud and seek support whenever they need it most.
“Even champions need champions. That’s the message we’re sending together,” says Jenny Yuen, Group Head and Executive Vice President, People, Culture and Partnerships, Kids Help Phone. “The NHLPA and its players are incredible champions for youth mental health, helping ensure that more young people are aware they have a safe, trusted place to turn for support. They are role models in promoting help-seeking.”
Nearly 70% of KHP service users identify as girls or women, with fewer than 20% identifying as boys or men. NHLPA Goals & Dreams has helped tackle this gap head-on through authentic video campaigns, such as #ShowUpForYou (2020) and #FeelOutLoud (2023), where players shared their own stories and encouraged help-seeking behaviour.
A Game-Changing Impact in Underserved Communities
Youth in rural and remote communities, where local mental health resources may be scarce, often rely on KHP as their only mental health support. The NHLPA membership’s vast fanbase, which reaches into every corner of the country, has enabled KHP to connect with youth and families who may otherwise not know help is available.
“NHL players come from small towns, big cities, and everywhere in between,” says Marty Walsh, NHLPA Executive Director. “Their voices carry weight and can help create an environment that encourages youth to reach out for help when they need it.”
Athletes for Feel Out Loud: William Nylander’s Story
One of the partnership’s flagship campaigns, Athletes for Feel Out Loud, features Toronto Maple Leafs star William Nylander. In candid videos, Nylander speaks about the mental demand of professional sport, from performance pressure to injury recovery, while encouraging youth to reach out for support.
The campaign includes:
- Personal videos on resilience and mental health
- A custom “686868” workout circuit, reinforcing KHP’s text number
- Tools to help encourage mental health conversations in athletic environments
