When Communication Becomes a Lifeline

By Gabriela Swartwood, Vice President of Marketing and Communications, WestCare

In behavioral health, marketing and communications are about far more than promoting programs or building awareness. The right message, delivered at the right moment, can help someone recognize that they are not alone, understand that help is available and know exactly where to find it. In that sense, communication can save lives.

This belief is deeply personal to me.

My son, Jason, died by suicide on Christmas Eve 2022. He was a son, brother, and United States Marine who was deeply loved, and his absence has forever changed our family. We remember him not only for how we lost him, but for the life he lived, the people he touched, and the place he will always hold in our hearts.

After a loss like this, it is natural to wonder what might have made a difference. Was there a resource he did not know about? A message that might have reached him? A conversation that could have helped him feel safe enough to say, “I’m not okay”?

There may never be complete answers to those questions. But we do know that the right message can reach someone in time.

Recently, a Veteran in Tennessee saw a WestCare billboard bearing a simple but powerful message: Hope is one call away.

The number on the billboard connected the Veteran with a WestCare program funded by the Staff Sergeant Parker Gordon Fox Suicide Prevention Grant Program. Because the Veteran recognized the message and trusted the name behind it, they made the call. That one decision helped prevent a tragedy.

The billboard and the team waiting on the other end of the phone were made possible through the grant, supported by WestCare’s trusted presence in the community.

This is why brand recognition matters. When someone is at their lowest, they should not have to search through complicated systems or wonder whether the resource in front of them is credible. They need to know who to call and feel confident that the name they see will lead them to compassionate, capable help.

At WestCare, Uplifting the Human Spirit includes making pathways to care visible, understandable and accessible. We cannot know which person will see a billboard, social media post or community resource at the moment they need it most. That is why we must keep sharing these messages.

It is not just marketing. It is a lifeline.

If you or someone you know is experiencing emotional distress or a suicidal crisis, call or text 988 or visit the 988 Suicide & Crisis Lifeline to chat. Free, confidential support is available 24/7.