988 Lifeline: Campaigns

A national campaign that made 988 feel like everyday support.
CLIENT
988 Lifeline
SECTOR
Non-Profit
SERVICES
Strategy, Creative, Development
YEAR
2025-2026
988 Lifeline: Campaigns
A national campaign turning three digits into a trusted source of support.
392M Impressions Radio, streaming audio and out-of-home in just three months
511 Young adults tested the concepts Spanish-speaking Hispanic and Latino and AANHPI adults, 18 to 34
2 Languages, for every asset English and Spanish, through the 2025 988 Day partner toolkit

CHALLENGE

Vibrant Emotional Health, the national administrator of the 988 Suicide & Crisis Lifeline (988), is responsible with raising awareness of the national hotline that is available by voice call, text, and chat 24/7 in all 50 US states and territories. Many Americans weren’t sure when to use it, what to expect when reaching out, or how to access support. The challenge: create a multilingual campaign that could build trust across cultures, normalize asking for support, and show that 988 is there for anyone, anytime.

APPROACH

Bellweather designed a human-centered campaign to position 988 as more than a number for emergencies—it’s a lifeline for everyday support. We led with empathy, not instructions, crafting simple, affirming language and visuals that felt familiar, approachable, and inclusive. Rolled out in multiple languages across digital and traditional channels, the work reframed 988 as a safe, judgment-free space for help—available 24/7 for everyone.