What makes us tick

Learn how trauma-informed language can enhance your marketing approach. Create engaging campaigns that uplift and support communities.

When life feels overwhelming, where do you turn? Last year, few people in Oregon would have said 988, the three-digit number formerly known as the National Suicide and Prevention Lifeline. It was clear that any campaign to raise awareness and build trust in 988 would need to be trauma-informed, hope-centered and demonstrate that this service is for everyone—not just in moments of crisis, but also for mental and emotional well-being, substance use concerns and for support when a loved one is struggling.

CK faced a unique challenge: turning a federal compliance effort into a locally relevant, culturally competent campaign that would engage Oregon’s diverse communities. What we found: when a message feels authentic and moves one community, it often resonates broadly across others.