988 Helpline: Always There
In 2023, the National Suicide Prevention and Crisis Lifeline got a major update with a new, easy-to-remember number: 988. The Massachusetts Department of Public Health needed to get the word out and make sure people knew it wasn’t just for life-or-death moments. The old language around “suicide” and “crisis” had unintentionally made it feel like a last resort instead of a go-to for everyday mental health support.
So, we took a different approach. Our “Always There” campaign focused on the mundane moments when someone might need a little help coping with stress, anxiety, or feeling overwhelmed—not just the darkest days. We used relatable, everyday situations to show that 988 is there for all of it, all day, every day, no matter what.
The campaign reached over 132 million people across the state through digital and out-of-home. On social, people responded with heartfelt comments and messages of thanks. By changing the tone and visuals, we helped shift the perception of 988—from something scary and clinical to something human, helpful, and always there.
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