LA’S Alternative crisis response

LA County Department of Mental Health needed a public awareness campaign to divert calls from 911 to their Alternative Crisis Response team—a dedicated crew of specially trained mental health professionals who provide in-person, 24/7 support. No cops. No sirens.

Through our extensive research with LA residents and county workers, we determined that transparency, with the addition of personal stories, would be key to building trust with the public. Our campaign brief positioned the team as “first responders,” to bank on their credibility, reliability, and urgency associated with the term, while also challenging the narrative to communicate compassion and expertise.

Our robust campaign launched March 2025 across LA: on city buses, in metro stations, on social media, Hulu and Peacock, radio, and more, all in a multitude of languages. Check out their new landing page on the LACDMH site.