988 / Always There
In 2023, the National Suicide Prevention and Crisis Lifeline switched to a three-digit number: 988. The Massachusetts Department of Public Health needed to spread awareness of the new number as a 24/7 resource for mental health support. Prior usage of words like “suicide” and “crisis” had created a stigma, and the lifeline was seen as a last-resort solution instead of an accessible mental health resource.
Our “Always There” campaign leaned into everyday situations where someone might need emotional support instead of dark imagery of dire moments. This repositioned 988 as a trustworthy resource for various daily mental health challenges. Through everyday scenes, we connected with a broader audience, demonstrating an understanding that feelings can strike at any time. But the help you need is always there, around the clock—wherever and whenever you need it.
The campaign delivered over 132.7 million impressions via digital and out-of-home throughout the state. Our social ads generated hundreds of positive comments and expressions of gratitude. Through this colorful, engaging campaign, we shifted the perception of this important mental health resource for Massachusetts residents.
Role: Executive Creative Director, Copywriter
Creative Director, Art: Jim Antonellis
Senior Copywriter: Ted Ryan
Senior Art Director: Lane Beachler, Maureen Gawron
Photographer: OJ Slaughter
Producer: Julia Rod