Wisconsin’s 988 Suicide and Crisis Lifeline Campaign Expanded During Suicide Prevention Month with Major Wisconsin Sports Partnerships
(Pewaukee, WI) – AFFIRM Agency, a leading full-service marketing and advertising firm based in Pewaukee, Wisconsin, continued to drive awareness of the 988 Suicide & Crisis Lifeline throughout the state of Wisconsin with expanded outreach during Suicide Prevention Month this September. Through innovative partnerships with some of the state’s most visible and trusted organizations, including the UW Badger Football and Volleyball programs, the Green Bay Packers, and the Milwaukee Brewers, the 988 Wisconsin Lifeline campaign is reaching millions of fans across the state with its life-saving message.
Since launching in 2022, Wisconsin’s 988 public education campaign has significantly increased awareness, trust, and usage of the 988 Suicide & Crisis Lifeline. In 2025 alone, the campaign has generated nearly 3 million impressions, contributing to a 22 percent increase in calls and a 48 percent increase in texts and chats from June 2024 to June 2025. September’s expanded efforts were timed to elevate awareness during National Suicide Prevention Month, a moment when the need for strong, visible mental health resources is most urgent.
Sports Partnerships Bring the 988 Message Directly to the Community
As part of a comprehensive awareness, education and outreach campaign, AFFIRM Agency secured partnerships with top Wisconsin athletic organizations to deliver high-impact messaging.
University of Wisconsin-Madison Badger Football and Volleyball are integrating 988 awareness across games and events, where passionate student and alumni audiences gather. The Green Bay Packers highlighted 988 through in-stadium activations, digital platforms, radio and outdoor, reinforcing the message with fans across the state and beyond. The Milwaukee Brewers amplifyied 988 messaging during key home games, leveraging both in-park visibility and broadcast reach. These sports partnerships provide a trusted, community-driven platform for reducing stigma around mental health and reinforcing that confidential help is always available.
Building on Research and Behavior Change Strategies
The full Wisconsin 988 campaign, which uses proven social and behavior change marketing has been active since 2022. Tactics include bilingual outreach in English, Spanish, and Hmong, targeted messaging to at-risk groups, and a comprehensive toolkit of communication materials available to partners statewide. Television, radio, digital video, paid social, outdoor, social media and community-based outreach ensure the 988 message is accessible wherever audiences are most likely to receive it.
“A campaign like Wisconsin’s 988 Lifeline shows the importance of combining research, targeted outreach, and trusted community partnerships,” said Danny Mager, President and owner of AFFIRM Agency. “By aligning with organizations like the UW Badgers, Green Bay Packers and Milwaukee Brewers that have deep emotional connections with Wisconsinites, we are putting 988 front and center, especially during Suicide Prevention Month. This is exactly the kind of behavior change marketing that inspires us as an agency.”
AFFIRM is a full-service marketing communications agency with expertise in social marketing and behavior change campaigns that positively impact public health, transportation, social causes, as well as product marketing and consumer influence. Headquartered in Pewaukee, Wisconsin the agency serves local, regional and national clients in Business-to-Business and Consumer markets. For more information, call 262-650-9900, or visit www.AFFIRMAgency.com.
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