Introducing LA’s Mental Health Crisis First Responders
Helping a kinder, safer emergency support arrive first on the scene.
Just as a medical emergency requires paramedics and a crime requires law enforcement, a mental health crisis requires help from specially trained mental health professionals. That’s because the mere presence of a police officer can escalate the situation, resulting in the use of force, arrest, or incarceration, even when the person’s actions are not criminal. In contrast, a response by mental health experts such as the Los Angeles County Department of Mental Health’s (LACDMH) Alternative Crisis Response (ACR) Field Intervention Teams (FITs) can bring calm, clarity, and appropriate support to a person needing help—as well as assist concerned family and friends. While this specialized type of emergency response is highly effective, it’s relatively new and not as well known as calling 911. LACDMH reached out to IDEO for help raising awareness of this vital public service and encouraging Angelenos to use it instead of calling the police.
39 million total impressions
delivered via digital and physical ads across LA in the first month of the ACR campaign
16 percent increase
in calls to the ACR helpline and 12 percent increase in FIT dispatches in the first month alone attributed to IDEO’s eye-catching campaign
LA County Department of Mental Health created an innovative new program to provide urgent, compassionate care to Angelenos experiencing a mental health crisis but needed help driving awareness of its service across the region.
Calling 911 is an entrenched behavior in an emergency. However, dispatching police officers who are not trained in mental health can make a bad situation worse. In 2022, 39% of people shot by LA police officers were in the midst of a mental health crisis.
LACDMH is the nation’s largest public mental health department, serving over 10 million people. The agency provides critical support for the most vulnerable, including staffing a toll-free, 24/7 Help Line. Since 2022, more than 70 Field Intervention Teams—comprised of mental health clinicians (social workers, psychologists, licensed psychiatric technicians, and registered nurses) and community health workers (trained peers or community members with lived experience)—have been dispatched around the city to help de-escalate mental health crises quickly, compassionately, and without force.
Because those experiencing a crisis are often too disoriented, confused, or otherwise unable to seek help for themselves, IDEO’s communication strategy targeted reaching “trusted messengers”—parents, spouses, siblings, and friends of people who have a mood or personality disorder like schizophrenia or bipolar disorder. The campaign aimed to define mental health crises, help people understand what to expect when they call, build trust in FITs, and divert mental health crisis calls away from 911.
To understand what drives these specially trained mental health professionals to do this type of work—and what sparks trusted messengers to call for help—IDEO met and interviewed former clients and loved ones who had reached out to the county for support during a mental health crisis. The team also interviewed multiple FIT staff to learn more about how they approach clients and families.
The research inspired the communication strategy’s central idea: position FITs as real-life superheroes and first responders. By associating FITS with that term, the campaign changes the narrative and communicates their compassion and expertise to those in crisis. Custom illustrated portraits feature actual FIT staff in strong, action-figure-style poses, while a bright, eye-catching color palette and clear, direct language convey confidence and inspire trust.
The team explored their initial design directions in a series of focus groups with LA residents, trusted messengers, and county and mental health workers to better understand the impact of the potential messaging and visuals. The research uncovered the importance of clarity, even in an inherently emotional situation. The IDEO team discovered that transparency—and real personal stories—would be the key to building public trust in ACR.
Between March and June of 2025, the robust awareness campaign will run across LA in a number of languages on city buses, in Metro stations, on social media, streaming TV, radio, and more. An updated landing page on LACDMH’s website includes in-depth information and educational videos about mental health crises, as well as heartfelt testimonials from staff and former clients who have been helped by the service.
LACDMH is the nation’s largest public mental health department, serving over 10 million people. The agency provides critical support for the most vulnerable, including staffing a toll-free, 24/7 Help Line. Since 2022, more than 70 Field Intervention Teams—comprised of mental health clinicians (social workers, psychologists, licensed psychiatric technicians, and registered nurses) and community health workers (trained peers or community members with lived experience)—have been dispatched around the city to help de-escalate mental health crises quickly, compassionately, and without force.
Because those experiencing a crisis are often too disoriented, confused, or otherwise unable to seek help for themselves, IDEO’s communication strategy targeted reaching “trusted messengers”—parents, spouses, siblings, and friends of people who have a mood or personality disorder like schizophrenia or bipolar disorder. The campaign aimed to define mental health crises, help people understand what to expect when they call, build trust in FITs, and divert mental health crisis calls away from 911.
To understand what drives these specially trained mental health professionals to do this type of work—and what sparks trusted messengers to call for help—IDEO met and interviewed former clients and loved ones who had reached out to the county for support during a mental health crisis. The team also interviewed multiple FIT staff to learn more about how they approach clients and families.
The research inspired the communication strategy’s central idea: position FITs as real-life superheroes and first responders. By associating FITS with that term, the campaign changes the narrative and communicates their compassion and expertise to those in crisis. Custom illustrated portraits feature actual FIT staff in strong, action-figure-style poses, while a bright, eye-catching color palette and clear, direct language convey confidence and inspire trust.
The team explored their initial design directions in a series of focus groups with LA residents, trusted messengers, and county and mental health workers to better understand the impact of the potential messaging and visuals. The research uncovered the importance of clarity, even in an inherently emotional situation. The IDEO team discovered that transparency—and real personal stories—would be the key to building public trust in ACR.
Between March and June of 2025, the robust awareness campaign will run across LA in a number of languages on city buses, in Metro stations, on social media, streaming TV, radio, and more. An updated landing page on LACDMH’s website includes in-depth information and educational videos about mental health crises, as well as heartfelt testimonials from staff and former clients who have been helped by the service.
“As a person who has done this work for 22 years now, this work gives me such a cool feeling—it makes me really proud. IDEO captured our team and what we’re doing so well. I want these videos on hand so when people ask me what I do, I can say, ‘Check this out!’”
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