Challenge
BIPOC communities in Colorado were underutilizing the 988 Mental Health line due to stigma surrounding mental health support. Misperceptions and distrust created barriers to seeking help, leaving many without accessible resources during moments of crisis. The challenge was to change attitudes, build trust, and encourage these communities to view 988 as a safe and supportive option.
Approach
To address these challenges, SE2 developed a storytelling-focused campaign featuring testimonials from diverse Coloradans who had personally used 988. Stories were created in both English and Spanish to reach broader audiences. Each narrative combined animated segments to illustrate the backstory of individuals’ experiences with mental health challenges and live interviews capturing their reflections and growth today.
The goal was to help community members see themselves in these stories, normalize seeking help, and reduce the stigma surrounding mental health support. In addition, the campaign highlighted various modalities of support beyond phone calls, including text and chat, to ensure people had multiple ways to access help.
We leveraged our SE2 PowerMap® approach to extend the reach of these stories. This included sharing content through presentations, community meetings, and direct engagement with community and grasstops leaders, ensuring that messaging resonated within the communities it was designed to support.
Impact
Through storytelling grounded in real experiences, this initiative demonstrated the power of culturally relevant communication in reducing stigma and promoting mental health support in historically underserved communities.
- Shifted perceptions: BIPOC communities began viewing 988 as a trusted and approachable resource for mental health support.
- Created positive impressions: Testimonials helped build more favorable attitudes toward the service, reinforcing its accessibility and effectiveness.
- Encouraged action: By showcasing relatable experiences, the campaign motivated individuals to reach out and seek support when needed.
