ChildLine counselled more than 120,000 children last year through its free confidential helpline, but less than a quarter of these calls came from boys.
Carole Easton, chief executive of ChildLine, said: "Boys tend to wait until they are at crisis point before they call. As boys reach secondary school, it becomes harder to ask for help. The suicide rate among this group has increased markedly in recent years and without getting boys to ask for help, lives will be lost."
The Boys Allowed campaign will run for six months, supported by well-known footballers, musicians and actors.
ChildLine's web site will carry a new section with information for boys, parents and youth workers. The charity has launched a report based on what boys and young men tell counsellors about their lives.
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