The Challenge
New Yorkers know 311 and 911, but in moments of mental health distress, many still do not know where to turn. The NYC Department of Health and Mental Hygiene and the Mayor’s Office of Mental Health tasked us with making 988 the trusted choice, reducing hesitation and normalizing asking for help well before reaching a breaking point.
The Approach
We built our strategy around a simple truth: mental health crises do not always look like emergencies. Sometimes, someone is alone, struggling internally and unsure what to do next. Moving away from traditional government PSAs, we developed an emotionally grounded, multi-channel campaign showing men in quiet, vulnerable moments reaching out. From strategy through casting and live-action production, our storytelling was deliberately understated, building a tolerant safe space across TV, radio, digital, OOH, and print in multiple languages.
The Results
The campaign transformed 988 from a government resource into a clear, human reaction for New Yorkers in need. By deploying a unified message across video, audio, social and transit, we established 988 as a seamless, accessible lifeline citywide. Proving that when the crisis is on the inside, asking for help is always the right call.
Want to Learn More? Get the Deck.
Connect with our team to access unredacted campaign metrics and execution blueprints.
