Here2Help: Listening Changed the Brand

Baltimore’s Crisis, Information, and Referral Line handled more than 40,000 calls a year, yet Behavioral Health System Baltimore believed it was underused relative to the community’s needs. The brief was to help more residents recognize the service, trust it, and feel comfortable reaching out.

The Insight That Changed the Work

In fall 2019, Hatcher and its research partner conducted two focus groups with Baltimore residents who had lived experience of mental illness or substance use disorders. For people managing near-constant stress, the word “crisis” did not offer a clear threshold for seeking help. Peer support specialists reinforced what we heard: people wanted a friendly, supportive conversation. The brand needed to make that first conversation feel possible.