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Considerable investment over the last decade in strategies to improve mental health and wellbeing in Australia has seen a notable increase in the availability and awareness of youth-specific mental health services as well as an increase in mental health literacy among young people. However, national statistics do not reflect a corresponding increase in help-seeking behaviour among young people. There is limited understanding of how services can promote effective help-seeking in young people – particularly those young people experiencing marginalisation or high levels of psychological distress. In this paper we examine the potential for online mental health services to address the persistent challenge of facilitating help-seeking in young people. This paper presents findings from a study of young people’s use of the online service, ReachOut.com, to examine if and how the service promotes help-seeking. We …