The Challenge
SAMHSA's suicide lifeline was transitioning from a ten-digit, hard-to-remember number to a more accessible three-digit code—988. However, a more concise number is ineffective unless the public is made aware of the switch. New Jersey's Department of Human Services needed to get the word out to ensure that NJ residents had a place to turn in times of crisis.
The Solution
The campaign had a critical job—delivering a life-saving resource to those in crisis through the 988 Lifeline. To truly make an impact, creative assets had to connect authentically with New Jersey’s incredibly diverse communities, ensuring that the message felt supportive and relatable and reinforced that help is just a call or text away. Strong branding was crucial in this mission to build trust, foster emotional connections, ensure consistency, and ultimately drive action. A large social and OOH presence ensured that New Jerseyans would get the message, wherever and whenever they needed to hear it.
The Creative
“You” is one of the most powerful words—it acknowledges, engages, and creates connection. In a densely populated state like New Jersey, feeling alone in a crowd can be even more isolating. When someone is struggling—feeling lost, hurt, or at their lowest—being acknowledged and having someone to talk to can make all the difference. That’s the heart of this campaign and what is at the heart of the creative mission. By using "you," the creative fosters a sense of intimacy and engagement. This creative approach goes beyond messaging—it reassures every NJ resident that there is always someone ready to listen and help. And there is, with 988.
Agency: Marketsmith Inc
