When the Minnesota Department of Health approached Russell Herder to help them increase awareness of the 988 Minnesota Lifeline with cultural communities, our team understood the significance of the work ahead. The three-digit number providing emotional and mental health support launched in 2022, but many Minnesotans were still unaware of the important resource.
But for the message to reach every Minnesotan, and resonate across cultures, the campaign would need to be grounded in trust, cultural fluency, and authentic community voices.
This wasn’t simply a creative assignment. The work required listening and collaboration to succeed in reaching these communities.
Listening First: Insights From Minnesota’s Communities
The effort began with an intensive, all-hands-on-deck research phase. Our team conducted focus groups with Minnesotans across Hispanic, African American, American Indian and Asian American communities. Each conversation offered candid, essential insight into each group’s unique perceptions about mental health, 988, and getting help when needed.
These sessions shaped the foundation of the campaign. They revealed nuanced cultural considerations, from language preferences and generational dynamics to trust barriers, stigma and the types of imagery or scenarios that felt genuinely reflective of each community.
This insight work wasn’t box-checking. It was the key to developing messaging that transcended translation to truly connect.
Designing a Campaign That Speaks to Real Experiences
From those community conversations emerged tailored messages and creative that honors cultural identity and reflected real lived experiences. Colors, photography, tone and language were intentionally selected to convey comfort, safety and respect.
For many people, seeking help is an act of courage. Our goal was to create collateral that made reaching out feel accessible, and encouraged individuals to seek help for themselves or loved ones.
The campaign ultimately spanned an expansive omnichannel footprint, including:
- Digital media
- Out-of-home placements
- Community-based print materials
- Culturally specific assets for partner organizations
Every message reinforced the same promise: help is three digits away, and it’s for you.
Expertise Rooted in Purpose
This campaign was a natural extension of Russell Herder’s long legacy in social justice and public health communication. For decades, we’ve partnered with state agencies and mission-driven organizations to address issues that shape people’s lives: mental health, equity, safety and community wellbeing among them.
Our experience in research-driven brand planning and community-led insight work is just one reason clients trust us with sensitive, high-stakes topics. But just as important is our commitment to the people behind the data.
Minnesota’s communities are culturally rich, diverse, and complex, and working with them requires humility and deep respect. We’ve spent years building that understanding and continue to learn every day.
Why This Work Matters
Public health communications, especially across diverse cultural groups, demands both precision and empathy. The stakes are high, and missteps can reinforce barriers rather than remove them. Many agencies shy away from work like this because it requires time, nuance and expertise. For us, it’s exactly where we belong.
The 988 Minnesota Lifeline campaign reflects the very best of what our team brings to the table: research, authenticity, cultural intelligence, adaptability and heart. It’s work that informs and also helps people feel seen, supported and safe enough to reach out in their most vulnerable moments.
Our partnership with the Minnesota Department of Health is a testament to their proactive leadership in public health, helping all Minnesotans learn about this critical resource for mental health support. Their dedication to making research-backed information and vital resources available to all Minnesotans is the kind of vital undertaking that fuels our passion for this work.
As Minnesota continues expanding access to mental health resources, we’re grateful to have played a role in ensuring that the message reaches every corner of the state. And we’re proud to stand alongside the mission-driven organizations doing this vital work every day.
