A national campaign turning three digits into a trusted source of support.
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.
