PK Public Relations developed the “988 Help and Hope in New Mexico” campaign to ensure a seamless transition in New Mexico for the National Suicide Prevention Hotline’s 2022 switch to the easier to remember 3-digit 988 Crisis Support Line. Unlike other states implementing the national packaged rollout, this campaign is tasked with reimagining a New Mexico specific and culturally sensitive intersectional lens due to the disproportionate percentage of at-risk individuals, and a uniquely diverse population.
The paid advertising plan was cultivated to reach the target audience of individuals and families, and optimized available resources to communicate across digital, offline, and social channels. The campaign’s initial 4-month success is undeniable, with call volume from the prior hotline jumping a remarkable 91%, the 4th largest increase in the nation. The campaign was rebranded to better reflect the Governor and Human Services Department’s vision to provide 24/7 support to New Mexicans that goes beyond suicide risk to offer support for any emotional concern with appropriate support for safety concerns, managing strong emotions, loneliness, hopelessness, anger, drug and alcohol use, LGBTQ youth, service members and Veterans. The next phase is moving beyond awareness to focus on reducing the stigma associated with mental health.