Overview

In July of 2022, Kentucky launched the three-digit mental health crisis helpline known as 988 which connects people facing a risk of suicide, mental health distress or addiction crisis to trained counselors who can help. Community outreach and available demographic data showed that Black and LGBTQ+ communities were more hesitant to use the 988 hotline.

Objective

Recognizing that mental health is often considered a taboo topic within Black and LGBTQ+ communities, this campaign set out to break the stigma and position 988 as a viable option for mental health support.

Media

Digital Display, Digital Audio, CTV, High Impact Video, Paid Search, Radio, OOH

My Role

Throughout this process I worked with the team to complete the RFP for this project. I coordinated schedules for over 6 focus groups and worked alongside strategy to facilitate these focus groups. I reviewed all media and creative before client presentations and made recommendations based on scope strategic insights, and client requests. I also advocated for our team to be able to create an additional 30 second cut for the client to use in perpetuity.

Reach and impressions were the primary goal metrics for this campaign.

2.4 Million reach in digital tactics 3 month campaign run

Unaided Brand Recall - 43% which is double the Nonprofit Norm

41 Million Impressions delivered across all tactics