Wisconsin Department of Health Services

988 Suicide and Crisis Lifeline Branding and Marketing

The Wisconsin Department of Health Services selected AFFIRM to research and brand the state’s version of the new national 988 Crisis Lifeline that was expanding on and replacing the existing service. Additionally, AFFIRM developed the marketing plan and creative execution to launch awareness campaigns in Wisconsin.

The ask

The goals of this initiative were to research, brand, and raise awareness of the new Wisconsin 988 Suicide and Crisis Lifeline service, its purpose, and how to use it. Next, education about how the service works was necessary. Finally, increasing confidence and trust among all Wisconsinites was crucial, particularly among those most at risk.

The process

We conducted focus groups and surveys to assess the current understanding of resources among at-risk populations, and to explore how the 988 Suicide & Crisis Lifeline might be effectively communicated to these groups within Wisconsin. Based on our research, we created a comprehensive media strategy and statewide campaigns, including TV commercials, online video, radio, static and animated banner ads, outdoor advertising, infographics, collateral, and paid social media.

The result

These efforts successfully raised awareness around the 988 Lifeline. Key barriers were addressed by emphasizing reduced wait times, immediate access, and the presence of trained, compassionate counselors. The campaigns also highlighted confidentiality and worked to reduce the stigma of seeking help through inclusive messaging. As a result, 988 Suicide & Crisis Lifeline usage increased, along with public trust and understanding. Additionally, the campaigns performed well with strong added value from traditional media tactics.