988 Suicide & Crisis Lifeline

Challenge:

To build awareness for New York State’s official 988 Suicide & Crisis Lifeline, a multi-channel, year-long media campaign launched through the Office of Mental Health. The goal was to reach people of all ages who may need extra support and care. The 988 Suicide & Crisis Lifeline has trained crisis counselors available 24/7. The hotline can help anyone thinking about suicide, struggling with substance use, experiencing a mental health crisis, or any other kind of emotional distress. People can also call, text or chat 988 if there is a concern or worry about someone they know who may need crisis support.

Strategy:

To amplify this important message, a multi-channel integrated media campaign was launched to reach various target audiences including teens, college students, first responders, helping professionals as well as the general public.

To engage with New Yorkers from all different backgrounds, the plan included social media, billboards, advertising at convenience stores and gas stations, signage on college campuses and sporting events; TV and radio; streaming audio and more.

Results:

The campaign delivered strong awareness and engagement. Overall, calls were up 17%, chats 100%, and texts up 18% versus the previous year.