Be a Friend for Life

OCHCA "Be a Friend for Life" Campaign

Client Type

Government | Non-Profit


Advertising | Digital | Influencer


Over the past several years, suicide has become a highly prevalent issue among youth in the U.S., particularly in Orange County. In fact, suicide is now the 2nd leading cause of death for 10-34 year olds. In light of this public health crisis, the Orange County Health Care Agency (OCHCA) was faced with finding the most effective strategy to disseminate suicide prevention information and resources in an effort to decrease youth suicide rates in Orange County.

In partnership with Be Well OC, OCHCA charged Idea Hall with ideating, designing and executing a youth suicide prevention campaign that would educate Orange County youth about how to prevent suicide, how to recognize the warning signs and what to do if they suspect a friend is in need. In response, Idea Hall created the “Be A Friend for Life” campaign, designing all creative assets and targeting friends and peers of youth ages 15-22 who are most at risk (foster, LGBTQ+ and high-achieving youth) through fully integrated digital, social media, influencer and out-of-home marketing efforts. The campaign garnered 28.2 million digital and social media impressions, 49,500 clicks to, 132,000 social media engagements and 26.5 million out-of-home impressions.

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