Mental Health & Suicide Prevention National Response to COVID-19

As COVID-19 gripped the nation, the ripple effects of isolation, uncertainty, and inequity created a parallel mental health crisis. A 2020 CDC survey revealed that 40% of adults were struggling with mental health, 10% had seriously considered suicide, and 80% believed suicide prevention must become a national priority. In response, the National Action Alliance for Suicide Prevention launched the Mental Health & Suicide Prevention National Response—a coordinated public-private effort to turn crisis into systemic change.

Urban Emu partnered with the Action Alliance to bring this critical initiative to life. We helped shape the campaign’s voice and digital presence, designing a clear, cohesive platform that could engage diverse audiences and unify a multi-sector movement.

When the World Hit Pause, We Got to Work

Urban Emu worked with Action Alliance leadership to develop a strong messaging framework aligned with six strategic campaign priorities. We produced expert-led videos, built a campaign website to serve as a centralized hub, and designed social media infographics and toolkits to help partners share the message far and wide.

Results

• Refined six key messages to maximize relevance and reach
• Produced six expert-led videos supporting campaign pillars
• Launched a new website that saw a 4x increase in users in the first quarter
• Created infographics and shareable content distributed across sectors
• Supported the rollout of the 988 Crisis Response Line, reshaping U.S. crisis care
• Achieved 1,497% growth in LinkedIn followers and 34% growth on Twitter
• Messaging and tools adopted by ViacomCBS, NFL, SAMHSA, Ad Council, JED Foundation, RAND, and others
• Recognized by Behavioral Healthcare Executive as a national leader positioned to fill the gap left by Well Being Trust