Task: Launch 988, the newly approved 3-digit number for the National Suicide Prevention Lifeline, and make it famous. (Brief from the November 2019 Young Shits competition). Our work was awarded “Runner-Up” in the global competition.
Insight: According to a Suicide Crisis Counselor at an L.A. call center, almost all callers find the current Lifeline number by Googling “how do I kill myself,” “hotline number,” “suicide,” or other related content.
Direction: How do we reach callers before they have to Google us?