In the wake of the Aurora Theater shooting, Colorado's governor sought to do something about it by launching the state's first crisis line. The line was designed to be flexible, to be utilized by anyone who might be going through a tough time, without defining exactly what that meant. With a shoestring budget, we took that strategy directly to the campaign concept. We used metaphors to keep the definition of crisis broad, and paired those metaphors with striking attention-grabbing executions.
