Organization Overview
The mission of the American Foundation for Suicide Prevention (AFSP) is to save lives and bring hope to those affected by suicide. AFSP is dedicated to preventing suicide among queer people. As a public health organization, AFSP believes that it is our individual and collective responsibility to support the mental health and wellbeing of LGBTQ+ people.
The mission of the American Foundation for Suicide Prevention (AFSP) is to save lives and bring hope to those affected by suicide. AFSP is dedicated to preventing suicide among queer people. As a public health organization, AFSP believes that it is our individual and collective responsibility to support the mental health and wellbeing of LGBTQ+ people.
Trans Day of Visibility Campaign, 2025.
Campaign Overview
Objective: Create an illustration to help spread the word about mental health and suicide prevention on Trans Day of Visibility.
AFSP needed four graphics (two in English and two in Spanish) to be used on social media. The goal was for the artwork to make people feel empowered, hopeful, and uplifted. AFSP requested that the designs convey an empathetic and sensitive tone while also being bold and visually striking.
AFSP needed four graphics (two in English and two in Spanish) to be used on social media. The goal was for the artwork to make people feel empowered, hopeful, and uplifted. AFSP requested that the designs convey an empathetic and sensitive tone while also being bold and visually striking.
Tools: Adobe Fresco, iPad, Apple Pencil, Adobe Illustrator, Adobe Photoshop
Design Challenges
This project challenged me to create social content that felt bright, uplifting, and genuinely warm, while staying visually connected to the subject matter. I had to balance playful visuals and hand lettering with clear readability and accessibility. Every illustration worked within specific brand boundaries, including logo use and high-contrast layouts. A major focus was also making sure all imagery felt emotionally safe and supportive, intentionally avoiding anything that could be triggering, while still creating content that felt meaningful, engaging, and positive.
Email Banners
During the design process, the team responded positively to my illustration drafts and requested additional assets for use in AFSP’s email campaign, including custom banners for their promotional email blasts.
Social Media
With social media being one of the organization's largest platforms, they wanted to use these channels to offer hope and resources to those in need. The final illustration and email banners were met with an overwhelmingly positive response from both the AFSP team and their community. My work was shared across AFSP’s national social channels, email newsletters, and multiple local chapter accounts, allowing it to reach a wide and diverse audience.
Outcome & Impact
The Instagram post became one of the highest-engaged pieces of content on AFSP’s main social page and continues to perform strongly, prompting thoughtful interaction and meaningful connection. This project demonstrated how intentional, compassionate design can create real impact while supporting an important and deeply human mission.
Interested in collaborating on a project?
Email me: sjmoecker@gmail.com
Email me: sjmoecker@gmail.com
I'd love to hear your idea!
