Always there
988 Lifeline
With the suicide and crisis hotline rebranding to 988 Lifeline, the state of Massachusetts needed to launch a campaign to reduce the stigma around mental health support. It needed to position 988 as a lifestyle brand, communicate its purpose as a mental health support line, and spread awareness.
Out of Home
The initial launch of the campaign was comprised of of OOH wildpostings, posters, billboards, and more across the state.
The creative included photos taken around Massachusetts with “988” built into everyday environments. The copy supported the idea that 988 is always available for life’s tough moments.
TV
Following the success of the OOH campaign, a TV spot was created.
Vignettes of individuals experiencing a breadth of emotions emphasized the importance of the 988 Lifeline throughout all of life’s experiences. “988” was placed (practically) in the environments of the heroes.
Digital and social assets were built to support the campaign utilizing the photography and TV cut downs.
