Creative Direction

NYC 988 is the city’s free, confidential mental health, substance use, and crisis support service, available 24/7 by call, text, or chat.

To increase awareness and understanding of the service, we developed a campaign centered on a simple idea: support should feel local, human, and judgment-free. By reflecting the diversity and realities of New York City, the campaign positioned 988 as a trusted resource for New Yorkers seeking help for themselves or someone they care about.