In 2020, the Wyoming Association of Sheriffs and Chiefs of Police (WASCOP), along with various prevention coalitions across the state, partnered with Kalen to develop the WY We Talk campaign focused on suicide prevention. The campaign was born in response to the mental health crisis during the COVID-19 pandemic, which was a time of heightened isolation, stress, and fear. Recognizing the importance of communication, particularly during a holiday season when most people were unable to travel or see family, WASCOP sought to encourage Wyoming citizens to talk to family, friends, and teens to check in on one another’s wellbeing.
To meet this need, Kalen developed a campaign that initially provided free digital toolkits to local prevention coalitions. These toolkits included posters, digital ads, social media content, a radio spot, and a press release. The initiative expanded to include a full website with additional resources and toolkits to help parents navigate conversations around suicide prevention, substance use, underage drinking, and vaping.
Industry
Prevention
Focuses and Media
From the start, WASCOP and Kalen faced two significant challenges:
In addition, preliminary data indicated an uptick in suicide risk due to increased stress, isolation, and challenges within the school system.
Kalen devised a three-phase campaign strategy to address these challenges and meet WASCOP’s objectives.
The initial focus of the WY We Talk campaign was on developing a unified message centered around communication. The name of the campaign emphasized the critical role of talking, which was identified as a key factor in preventing suicide and addressing mental health crises. The campaign provided digital assets and toolkits for local prevention coalitions, empowering them with posters, videos, social media posts, flyers, ads, and website copy to spread the word in their communities.
In the following year, the campaign expanded its scope to raise awareness around the dangers of substance use, prescription misuse, and over-consumption, while continuing to promote suicide prevention. The messaging targeted broader societal issues that were compounded by the mental health challenges of the pandemic.
In 2022, the focus shifted to empowering parents to have “crucial conversations” with their teens and pre-teens about substance use. This phase placed a specific emphasis on Wyoming parents as the key influencers in fostering open, honest dialogue with their children. Kalen facilitated research by conducting focus groups with teens to better understand their perspectives, helping to shape messaging that resonated with both parents and youth.
The WY We Talk campaign has seen significant success in Wyoming and beyond. Feedback from local coalitions highlighted the visibility of the campaign, with many seeking it out as a resource for their own communities. The campaign’s unique approach, particularly its focus on empowering parents to talk with their children, has attracted national attention from the federal government and organizations in other states. As a result, WY We Talk is now recognized as a leading initiative in suicide prevention and is being replicated in other regions to address similar societal issues.
Through its phased approach and collaborative efforts, Kalen was able to create a powerful, resourceful campaign that fostered communication, raised awareness, and ultimately helped to shift public behavior across Wyoming.
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