988 Youth
Role
Design Lead
Industry
Public Health
Client
NCDHHS
The Problem
Despite the availability of suicide prevention resources, many middle and high schoolers don’t know how or where to access help. Stigma, shame, language barriers, and uncertainty prevent youth from reaching out—especially in moments of crisis.
For teens, 988 needed to feel approachable, supportive, and easy to access, rather than clinical, institutional, or intimidating.
The Insight
Teens are experiencing heightened mental and emotional strain from isolation, social pressure, and the lingering effects of the pandemic—while still developing the tools to process those experiences.
Our focus groups showed that effective communication needs to be direct, empathetic, and non-judgmental, clearly reinforcing that help is available through multiple, low-barrier channels.
The Approach
Guided by the creative brief and a style-and-tone survey with campaign stakeholders, I led the visual direction toward qualities that resonated most with teens: modern, approachable, bold, and uncomplicated.
The system was built around authenticity, empathy, and accessibility, with every design decision shaped by how a teen might encounter the work for the first time—especially in moments of vulnerability.
The Outcomes
The campaign rolled out statewide across ~900 public middle and high schools, supported by a multi-channel media plan spanning connected TV, YouTube, social, radio, and in-school toolkits.
The launch generated an estimated 83M impressions, with the YouTube video reaching 7M+ views—becoming NCDHHS’s most-viewed video at the time.
The work received an AAF Mosaic Award for its commitment to diversity, equity, and inclusion in both its message and execution.
Tools
