Maryland State Ad Agency: 988 Crisis Hotline - PSA

The Maryland State Ad Agency (MSAA) created an advertising campaign for the Maryland Department of Health (MDH) to create awareness of the new 988 crisis hotline number that was launched nationwide this summer. Calling the 988-hotline number connects callers directly to the National Suicide & Crisis Lifeline which offers resources for all behavioral health crisis services, including all mental health and substance abuse disorders (problems with drug and alcohol use). MSAA partnered with the creative production company, The Hatcher Group, out of Baltimore, MD, to bring attention to this new crisis lifeline. This PSA features James Proche, wide receiver for the Baltimore Ravens. MSAA secured the talent for the client under a two-year deal which includes licensing of the Ravens logos & insignias.
Maryland, like the rest of the nation, is facing a mental health crisis. According to MDH, mental health accounted for 48% of all emergency room visits statewide in 2021, compared to 11.5% in 2018. This number does not reflect lingering effects of the coronavirus pandemic. Target demographic for the campaign is between 16 and 49 years of age, males 70% and females 30%. It included broadcast TV, cable TV, public TV, radio, audio streaming services, social media, digital media and geo-targeted mobile media in Maryland.
We wanted this important message to reach as many people as possible, which is why we chose to partner with the Baltimore Ravens. Mental health crises affect our family, friends, neighbors, co-workers and acquaintances. We feel this PSA resonates with every person that watches it. Helping to get more people engaged with 988 provides relief to our 911 system and help direct people suffering from a behavioral health crisis directly to the right resources.