kaaltv.com988 Minnesota Lifeline awareness campaign
Minnesota Department of Health statewide campaign (US-MN) building awareness of and trust in the 988 Minnesota Lifeline through TV, digital video, social, radio, billboards and community toolkits; the 2025 flight reported more than 200 million impressions.
- Years
- 2025–now
- Reach
- 200M impressions as reported“More than 200 million impressions and 50 million video views;”
- Country
- United States
- Topic
- Mental healthSuicide prevention
- Asks people to
- Seek help
- Strategy
- Simple instruction
- Channel
- OutdoorRadioSocial (paid)TV
- Audience
- General public
Evidence
ProcessUnknown
More than 200 million impressions and 50 million video views; agency reports a 13-point ad-recall lift on Meta. Lifeline contacts rose from about 25,000 in the program's first six months to about 83,000 in the first half of 2026, without attribution to the campaign.
Sponsor (who paid)
- Minnesota Department of Health State local government, funder
Credits (who made it)
- KOSE Media, 2025 source
- Friends & Neighbors Creative, 2025 source
Related campaigns
Sources
Research notes
US-MN. Start year may be earlier than 2025 (KAAL piece undated). Credits checked 2026-10-22 against fetched pages: KOSE and Friends & Neighbors (Shorty Awards entry: 'In 2025, the Minnesota Department of Health set out...'; 'KOSE partnered with creative agency, Friends & Neighbors'; entrant KOSE with MDH; KOSE credits are its CEO, president, media director and media supervisor). Corrected 2026-10-22: added KOSE (role recorded as media from its listed staff; the entry does not state its role). Ad library search: "Minnesota Department of Health", "988 Minnesota Lifeline".
Record cases/mn-988-lifeline-awareness.json, updated 2026-10-22· Link to this campaign