After the statewide launch of the 988 Colorado Mental Health Line, leadership asked our team to create an activation to build awareness. Rather than defaulting to a phone booth or a pop-up with a prize wheel, I set out to design something that would offer lasting value. The result was 988 Colorado Radio, a digital experience inspired by Lo-Fi streaming stations, blending binaural beats and calming audio to help de-escalate stress and anxiety. By creating a tool people could actually return to in moments of need, we not only promoted the hotline but also gave the brand a tangible way to demonstrate care. The activation bridged awareness with utility, making 988 more than just a number—it became a resource people could feel in their everyday lives. Take a listen below!