988 Support
Gaming Campaign
In gaming, asking for support is second nature. But in real life, many young people hesitate to do the same. This campaign set out to bridge that gap by making it as normal to ask for help in real life as it is in games. By tapping into familiar gaming behavior, 988 was positioned as the IRL support system for gamers, helping break the stigma around mental health and encouraging open conversations within the community.
Client
988
Agency
The Invaders
From gameplay to real-life meaning.
The campaign translated in-game support into real-life behavior by linking moments like asking for help during gameplay to seeking support outside the game. Through creator integrations, overlays and in-game “support challenges,” the message felt native to gaming culture and easy for audiences to relate to.
Real conversations with real impact.
To kickstart the campaign, 988 partnered with Dr. K (HealthyGamer), who hosted two livestreams with Ludwig and Mizkif. Instead of traditional interviews, the streams focused on relatable conversations about mental health, creating a space where thousands of viewers could engage with the topic.
Amplifying the message beyond Twitch.
At the same time, a large-scale banner campaign brought the message into high-traffic gaming environments like Twitch, IGN and Reddit. By combining creator content with media amplification, 988 became visible both within live communities and across the gaming ecosystem.
114%
Outperforming benchmark stream.
The Mizkif collaboration became the best-performing stream, exceeding benchmarks.
18%
Click-through from concurrent viewers.
A high percentage of viewers actively engaged by visiting the 988 website.
74%
Video completion rate.
Audiences stayed engaged throughout the content, even during sponsored segments.
100M+
Impressions from banner campaign.
The campaign achieved massive reach across U.S. websites/gaming platforms within weeks.
A lifeline whenit counts.
About 988.
The 988 Suicide & Crisis Lifeline provides free, confidential 24/7 support to people in emotional distress or crisis in the United States. By calling, texting or chatting 988, individuals can connect directly with trained counselors.
