Newfoundland and Labrador implemented a Provincial Stepped Care Model for Mental Health and Addictions services. This model is evidence-based and aims to match individuals with the appropriate care, stepping up, or down, intensity of supports based on need, preferences, and readiness of individuals to engage in services. In 2023, a Mental Health Research Canada poll of over 500 individuals in Newfoundland and Labrador showed very low awareness of mental health services in the province. The need for enhanced communication about which services exist was echoed during consultations by the All Party Committee on Mental Health, Substance Use, and Addictions. In response to the concerns about service awareness and navigation, the Department of Health and Community Services (Government of Newfoundland and Labrador) funded the Mental Health Commission of Canada to partner in developing a provincial awareness plan and campaign centred around the Provincial Stepped Care Model. Partnering with lived voice organizations Lifewise NL and U-Turn, a communications plan was developed and a local marketing firm created a campaign aimed at promoting the Provincial Stepped Care Model and the three key access points for mental health and addictions support in Newfoundland and Labrador. The campaign was informed through engagement sessions and ongoing collaboration with clinicians, community partners, and people with lived and living experience. The resulting communications plan recommends a phased and multi-pronged approach to raise awareness of existing services and how to access them within the Provincial Stepped Care Model. Phase one will target the public and service providers, and will include short testimonial videos, radio ads, print materials, billboard/bus ads, communications postcards, key messages, and a social media campaign. These materials feature the voice of local people with lived and living experience of mental health, substance use, and addictions. This presentation will provide an overview of key milestones during the project's lifespan, learnings and challenges, and the importance of incorporating lived experience when developing strategies to promote mental health, substance use, and addictions services. The presentation will preview assets included in the communications campaign and briefly review impact metrics and highlight next steps.