The 988 Lifeline is a free, safe, nonjudgemental service for anyone to call for help, whether it’s to get resources or just be heard. Our task from the Minnesota Department of Health was to launch a campaign to make those facts widely known – and deeply felt.

Our answer was to center the community that such a vital resource creates – from the folks answering the call to the folks struggling to make the call – and let them do the talking. Becausd when a chorus of your fellow Minnesotans stands up to wear the badge “I AM 988,” you feel a lot safer, and a lot more welcome, to reach out for help in that vital moment you need it.