988

Not every crisis needs 911.

Not every crisis needs 911.

Client

NYC Suicide Hotline

Location

New York, NY

Year

2026

Credits

Agency: Malone Creative Group


Writer: Love Malone


Art: Alexander Zavala

Info

After a string of calls to 911 that brought police officers untrained in handling mental health crisis, NYC Health approached us at MCG to create a campaign that differentiated 988 from other city services.

My role

Print/OOH

I led the design and production of all creative assets in this campaign, including taking the lead creative role for the production of the TV assets.

Socials

TV assets in multiple languages, resized for use on Instagram, Facebook, and TikTok.

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