Drinks coasters will encourage conversations about cancer screenings and mental health
ST. JOHNSBURY, VT (September 3, 2026) – Northeastern Vermont Regional Hospital (NVRH) and Northeast Kingdom Human Services (NKHS) are collaborating on head-to-toe health care coverage in a new initiative aimed at adults over forty. To reach their target audience, NVRH and NKHS are kicking off an innovative campaign, with NVRH highlighting cancer screenings and NKHS promoting the 988 Suicide & Crisis Lifeline on a series of eye-catching drinks coasters. This campaign will launch in mid-August at bars and restaurants throughout the Northeast Kingdom.
“The purpose of this campaign is to spark conversation and normalize discussions about cancer prevention and mental health in everyday settings,” said Diana Gibbs, Vice President of Community Health Improvement at NVRH. “By using creative, approachable messaging, we hope to encourage people to talk with friends and peers about preventive health, increase awareness of breast and colon cancer screening, and promote available mental health resources.”
“Vermont’s suicide rate has been higher than the national average for the past 15 years and far too many people in our region are struggling in silence,” said Erica Perkins, Director of Marketing and Communications at NKHS. “That’s why we’re bringing the message of local, confidential, emotional support into the places where community happens. This campaign is about making support visible, normal, and accessible. When you see 988 in your favorite local spot, it sends a clear message: It’s OK to reach out. You don’t have to be in crisis to call, text, or chat with someone at 988. You just have to be human.”
In joining forces on this campaign, NVRH and NKHS combine their expertise and resources to promote cohesive health.
“This collaboration creates a meaningful connection between physical and mental health by pairing NVRH’s cancer prevention and screening initiatives with NKHS’s crisis continuum and mental health awareness efforts,” said Gibbs. “Together, we can deliver a more holistic wellness message that emphasizes the importance of both mind and body health.”
“It was one of those happy coincidences—NKHS and NVRH both had the same coaster campaign idea: to meet people where they are with simple, approachable messages that feel relevant and help make reaching out for care feel a little easier,” said Perkins. “As community partners, it felt natural to bring our ideas together in a way that could strengthen the campaign, reduce the stigma around seeking care, and better support our community.”
NVRH and NKHS decided on the drinks coasters as the messaging medium because they offer a unique opportunity to reach people where they are already gathering, relaxing, and conversing, Gibbs explains. “They provide an approachable, low-pressure way to introduce important health topics and encourage dialogue in casual social settings, helping to normalize conversations that might otherwise feel difficult or stigmatized.”
“Bars and restaurants are gathering spaces, places of connection, but also places where vulnerability can surface,” said Perkins. “A coaster on the table is a simple, judgment-free reminder that help is there. It meets people where they are, in the moment they may need it most.”
So, the next time you go to put your drink down on the nearest coaster around town, take a moment to read its message—it might just start some important conversations.