988 Suicide & Crisis Lifeline

Challenge

When the 988 Suicide & Crisis Lifeline launched in West Virginia, the Department of Human Services (DHS) recognized an urgent need to increase awareness, particularly among at-risk populations. The state sought to ensure that the 988 Suicide & Crisis Lifeline awareness in West Virginia reached those who needed it most—and stayed top-of-mind long after the initial rollout. With these objectives in mind, DHS partnered with TMG to not only execute a marketing campaign but also to create a comprehensive, long-term outreach toolkit.

Solution

TMG was tasked with developing a multi-faceted mental health awareness campaign for at-risk communities. The primary goal was to design inclusive assets that would resonate with diverse groups across the state, ensuring that individuals from all walks of life could see themselves benefiting from the 988 Suicide & Crisis Lifeline program in times of crisis.

To achieve this, TMG collaborated closely with staff from the Bureau for Behavioral Health and other community partners. The team worked to understand the unique challenges and communication needs of various populations to create tailored marketing materials that would amplify the ongoing work already being done across the state.

Campaign Deliverables

• Radio Spots: 3 different versions
• Television Commercials: 3 different spots
• Billboards: 6 unique designs developed for strategic statewide placement
• Digital Assets: 20 pieces of creative content, including display ads and web banners
• Posters: 10 different designs for public spaces
• Social Media Graphics: 14 visuals optimized for community engagement
• Digital Media Buy: Strategically placed ads targeting key demographics

Results

The campaign’s digital and out-of-home components were highly effective, reaching wide audiences across West Virginia. The out-of-home campaign alone garnered over 2 million impressions, while the digital display campaign drove 2.99 million impressions and resulted in 2,475 clicks to the program’s website. This high level of engagement significantly boosted 988 Suicide & Crisis Lifeline awareness in West Virginia, helping to drive adoption and usage.

In addition, the suicide prevention marketing strategy and outreach toolkit developed by TMG is now a long-term resource for DHS and its partners. This toolkit ensures that the campaign’s momentum can continue, empowering local organizations to maintain visibility and connect residents to vital mental health resources for years to come.

Conclusion

By developing a comprehensive suite of marketing assets and a sustainable toolkit, TMG ensured the successful launch and long-term reach of the 988 Suicide & Crisis Lifeline program. This project highlights how a well-executed suicide prevention marketing strategy and outreach toolkit, grounded in collaboration and targeted messaging, can help address critical public health needs across a diverse population.

To learn more about 988 Suicide & Crisis Lifeline as well as other mental health resources, visit wv988.org.