SAMHSA 988 Reasons

Research and strategy firm Fors Marsh asked Castano Group to create a suite of animated 3D videos for its client, the Substance Abuse and Mental Services Administration (SAMHSA), promoting the 988 Suicide & Crisis Lifeline. SAMHSA wanted each video to give viewers a clear, human “reason” to call during a moment of crisis. 

To bring these internal experiences to life, we developed a distinctive 3D animation style that mimics the tactile, emotional qualities of stop-motion video. The handcrafted look created a sense of warmth, vulnerability, and intimacy. The result was a PSA series that transformed complex internal struggles into relatable visual stories, encouraging viewers to call 988 and not face their crisis alone.