988 Suicide Crisis & Lifeline
YOU’RE NOT ALONE is considered one of 988’s key messages.
We have the chance to make it ownable.
Everyone is not okay. And that’s okay.
A fact we’re all coming to terms with.
Each at our own pace. And in our own way.
Just know… whenever and why ever you need it…
there’s someone to talk to, someone to text with.
A Texan to help you get through whatever you’re going through.
Because we’re all in this together. We all live in…
THE YOU’RE NOT ALONE STAR STATE
In May, the Texas Health & Human Services Commission awarded FH a contract to create and launch a new Texas-wide public awareness campaign for the 988 Suicide & Crisis Lifeline by September, which is national Suicide Prevention Awareness Month.
With just 3.5 months to develop the campaign, the team aligned on deliverables that would help increase awareness of the availability and accessibility of the 988 Lifeline. Anchored in data, the Texas 988 Lifeline campaign speaks directly to Texans to let them know they are not alone, and that hope and help are available 24/7 if they or a loved one are experiencing a mental health crisis or suicidal ideation.
Motivation Matrix
These RTBs resonate
cross all targets:
AVAILABLE 24/7
TRAINED COUNSELOR
PRIVACY PROTECTION
NO COST
Available 24/7:
CALL OR TEXT. DAY OR NIGHT.
HELP & HOPE AVAILABLE 24/7.
Trained Counselor:
TRAINED HELP YOU CAN TRUST.
QUALIFIED COUNSELORS ON CALL NOW.
Privacy Protection:
FEEL SEEN WITHOUT SHOWING YOUR FACE.
PERSONAL. PRIVATE. PRODUCTIVE.
No Cost:
IT’S FREE. TO TALK.
THE CALL? FREE. THE HELP? PRICELESS.
Combo:
NO COST. NO JUDGMENT. 100% PRIVATE.
Color Block / Grid System
Spanish Translation
Campaign Headline / Adlob
:30 PSA “NEVER ALONE”
CONCEPT: Video utilizes three individuals of various backgrounds/age. We see them alone – in normal settings. However, they’re behaving like they’re NOT alone. And as the script pivots, we reveal that to be the case. They were never alone – a visual metaphor for how people might feel before and after calling/texting 988.
Unit / Team
FleishmanHillard’s Role : Pitch / Influencer Partnerships, Marketing & Advertising, Social, Experiential, Radio
Direct Role : Group Creative Director / Design Lead
Reported to Executive Creative Director / Partnering with Senior Copy Lead.