Saskatchewan's Ministry of Health is promoting its Saskatchewan HealthLine–a medical advice and information service with a new ad campaign that focuses on mental health issues like depression and addiction.

The campaign from Regina-based ad agency The Phoenix Group includes radio and posters that target the youth segment of the aboriginal community.

The 30-second radio ad features different male and female voices expressing dissatisfaction with their lives and who they think they've become. A voiceover tells audiences that help is out there and encourages them to contact HealthLine.

The ads were produced in English, Cree and Dene, and will run in remote northern parts of the province where a need for the service is greatest, said Curtis Fritz, account planner, The Phoenix Group.

"We want to get the message out there that there is hope and there are answers, and to call HealthLine before you make any decisions, and just talk to someone," he said.

The posters use images of aboriginal teens leaning against a locker or a brick wall with words like "depression," "addiction" and "suicide" appearing behind them. They are running in community centres and schools across the province. The radio spots are running until March 19. The Phoenix Group also handled the media buy.