Break the Stigma, Save Lives
Creative strategy, concept development, art direction, visual leadership, social storytelling, digital design, campaign execution, and cross-functional collaboration.
Creative strategy, concept development, art direction, visual leadership, social storytelling, digital design, campaign execution, and cross-functional collaboration.
Client: Crisis Text Line
Graphic Designer: Genaldri Tjahjadi, Deema Mubarak
Art Director: Genaldri Tjahjadi
Creative Director: Lorenzo Gordon
Crisis Text Line reframed stigma as silence—and called it out. This campaign spoke directly to teens, parents, and Spanish-speaking communities, using protest-inspired visuals and bilingual storytelling to make mental health support feel urgent, inclusive, and actionable.
Bold typography, stark photography, and vivid red accents conveyed urgency and connection, while messaging shifted the focus from asking for help to confronting the systems that shape who gets care. By positioning donation and volunteerism as acts of community, the campaign invited personal action without prescribing a single path. Culturally adaptive Spanish content deepened emotional resonance and helped drive record fundraising, partnerships, and engagement.
The campaign raised $16,478, surpassing its goal, and generated 3,114 new volunteer accounts, slightly above the prior year. While not all targets were met, the message drove meaningful action through strong search and partner engagement.
The hub saw a 177 percent traffic increase, though lower engagement highlighted the need for better CTA placement. A mid-funnel blog post improved discoverability and conversion. Social efforts reached 1.5 million users, with sincerity, cultural fluency, and Gen Z language helping the message resonate. Paid media adapted by platform, with fact-driven content performing best on LinkedIn.
The result was a campaign that adapted across platforms without losing focus—culturally relevant, strategically sound, and impossible to ignore.
