Behavioral Health System Baltimore’s (BHSB) mission is to improve access to services that promote behavioral health and wellness. As part of that mission, BHSB funds a crisis hotline — originally called the Crisis, Information, and Referral Line — to serve as a single point of access for behavioral health services. Despite the crisis line handling more than 40,000 calls a year, given the community’s needs, BHSB believed the line was underused.
The Hatcher Group led BHSB through an extensive rebranding, beginning with a discovery process that included talking with stakeholders and holding internal brainstorming sessions. From this, Hatcher developed a new “Here2Help Hotline” name; a new “24/7 access to confidential advice and emotional support” tagline; and new marketing messages.
Hatcher created a new inviting, energetic, and hopeful visual identity for the hotline and campaign collateral.
To promote the Here2Help Hotline, Hatcher ran digital and transit ad campaigns.