His unorthodox method of opening up and connecting emotionally with young people made the topic more accessible, he said. Young New Zealanders wanted to feel connected, and not judged. He wanted to get across the point that there was no shame in battling mental illness.
"Many people suffer from it, but something can be done about it.
"We are here to empower them by stripping away shame from their thoughts and feelings, and letting them know they can make it through."
Artists Mr G (Graeme Hoete), Dick Frizzell and Otis Frizzell had painted the campaign scooters, each depicting their own interpretations of the I AM HOPE message.
I AM HOPE had been conceptualised as a wrist band to signal that the wearer was a safe person to talk to, to encourage young people or people struggling internally to verbalise their struggles with somebody they felt safe with, Mr King added.
The hope was to break down one of the most significant barriers for those with any level of depression, especially teenagers.