As someone who has worked in the field of mental health in the UK, it seems there are some gaping voids in online health communication by the NHS. If you type some anorexia-related keyphrases in google.co.uk such as 'thinspiration' there is no pay per click advertising, unlike for phrases such as 'suicide' and 'anorexia'.
I was upset to see that organisations such as the NSPCC's Childline (at least in the ad version I saw) for the keyword 'suicide' did not have a phone number or email / MSN address in the ad text - both of which are permitted by Google Adwords. Use of these in the ads may help cut their adspend whilst still facilitating contacts from those who need help.
I have heard anedcotal evidence from a friend who is a youth worker r.e. some type of health promotion or suchlike targeting adolescents that the most used method of communication (of which there was a variety phone, email etc) by da' yoof was Microsoft's MSN Instant Messenger...
NHS Direct - the 24 hour nurse-led telephone health advice service . Dial 0845 4647.
The Samaritans provides confidential non-judgemental emotional support, 24 hours a day for people who are experiencing feelings of distress or despair. 08457 90 90 90