Client
Vibrant Emotional Health (988 Suicide & Crisis Lifeline)
The 988 Suicide & Crisis Lifeline (988 Lifeline/988), administered by Vibrant Emotional Health, provides judgment-free, compassionate support 24/7 for people in the United States and its territories experiencing thoughts or feelings of suicide, problematic drug or alcohol use, emotional distress, anxiety, depression, mental illness, loneliness, trauma, bullying, stress, or relationship troubles. Hotline services are available by texting orcalling 988 or chatting at 988lifeline.org.
Raising awareness amongst younger audiences of this critical resource, particularly those who spend significant time in gaming spaces, required a unique approach. Traditional PSA messaging doesn’t resonate in gaming environments where authenticity and community matter most.
Gamers already understand support systems through cooperative gameplay, team-based challenges, and community assistance. They instinctively know how to work together to overcome obstacles, help teammates when they’re struggling, and utilize support roles to achieve success.
The question wasn’t whether gamers value support, but how to demonstrate that seeking help in real life follows the same collaborative spirit that defines gaming culture.
Building on successful previous gaming campaigns that delivered record-breaking engagement (with 18% of concurrent viewers clicking through to learn more about 988), we developed the Support Marathon concept for National Suicide Prevention Week 2025.
Over seven consecutive days, we united more than 30 content creators including JeromeASF, Joe_Bartolozzi, Broxah, LydiaViolet, MaryMaybe, and many others in an unprecedented 24/7 streaming event. Each creator participated in special support challenges designed to highlight both in-game teamwork and real-world mental health resources while engaging in conversations with chat about real-life experiences, whether their own or that of friends or family.
The campaign centered on a simple but powerful connection: just as gamers rely on support in games, 988 provides that same support in real life, available 24/7 whenever someone needs it. A comprehensive paid media campaign amplified the message across YouTube, Twitch, Instagram, TikTok, Snapchat, Reddit, and Search, extending reach far beyond the live streams themselves.
Live Streaming Performance:
Campaign Reach:
The sentiment analysis revealed genuine community connection. Viewers shared stories of how 988 had helped them or friends, thanked creators for bringing visibility to mental health resources, and expressed appreciation for creating a space where these conversations felt authentic rather than forced.
By positioning mental health support as an extension of gaming’s collaborative culture rather than an external message, the campaign created genuine connection points between 988’s services and gaming community values. The Support Marathon didn’t interrupt the gaming experience; it enhanced it by reinforcing values gamers already hold dear.
For a community often stereotyped as isolated or disconnected, the campaign demonstrated the opposite: gamers understand support, value teamwork, and are willing to have meaningful conversations about mental health when approached with authenticity and respect.
If you or someone you know is struggling, text, call, or chat 988 for judgment-free support 24/7.
