National Suicide Prevention Lifeline: #988 Reasons You Matter

The National Suicide Prevention Lifeline is changing its number from 1-800-273-8255 to 988 to be easier to remember. We were tasked to get the word out.

AD - Alejandro Mandujano

First, get to know.
DEMETRIUS HARMON.

He is a social media influencer who built his following on comedy and inspiration. Being transparent about his battles with depression and suicide led him to launch "You Matter", a clothing collection that brings attention to these issues.

 

 

"You Matter" began as a sticky note message Demetrius Harmon wrote to himself while dealing with suicidal urges in the Fall of 2015.

SOCIAL CHALLENGE

With 1.7m followers on Twitter and 1.4m on Instagram, we will use Demetrius' following to start the #988 Reason challenge. 

 

 

Tell 3 people why they matter to you and encourage them to do the same on their platform. 

 

 

We will use #988 to track the reasons. 

INSTAGRAM STICKERS

Social stickies will be created to help make sharing the love a little easier.

 

 

Write a sticky, tag a friend, and tell them why they matter.

COLLECTION

We will collaborate with Demetrius' line to create the "#988 Reasons You Matter” collection.

 

 

Using the social challenge, we will organically pull reasons and strategically place them on the garments so that they are user-facing. The clothing will be a constant motivational tool and reminder.

 

 

Proceeds from the collection will be donated to The American Foundation for Suicide Prevention.

To spread the love, each purchase will come with a set of sticky notes full of 988 prewritten reasons why someone matters to you. 

 

 

Tear off a note and tell someone why they matter.

DIGITAL OOH

Using geolocation, we will shine a light on those participating by having a live feed of the hashtag on digital boards.

This launch will be a constant reminder of what the phone number is and what it does.

 

 

It reminds you why you matter.