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

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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
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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. 

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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
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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.

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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.

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

 

 

It reminds you why you matter.