988 Lifeline
24/7 support whenever, wherever.
Out of Home
The initial launch of the campaign was comprised of of OOH wildpostings, posters, billboards, and more across the state.
The creative included photos taken around Massachusetts with “988” built into everyday environments. The copy supported the idea that 988 is always available for life’s tough moments.
TV
Following the success of the OOH campaign, a TV spot was created.
Vignettes of individuals experiencing a breadth of emotions emphasized the importance of the 988 Lifeline throughout all of life’s experiences. “988” was placed (practically) in the environments of the heroes.
Digital and social assets were built to support the campaign utilizing the photography and TV cut downs.
