988 Suicide and Crisis Lifeline Campaign

Making 988 the number people turn to in crisis

As the 988 Suicide and Crisis Lifeline rolled out nationwide, the Department of Health partnered with us to raise awareness and usage of the line. Through extensive research, we identified populations at higher risk of suicide, explored barriers to contacting 988, and crafted a campaign strategy positioning 988 as a compassionate connection that helps people see a way forward.

62%

increase in monthly 988 contacts

8%

increase in overall awareness

75%

increase in texting 988

61%

unaided recall of campaign message

Focused messages for maximum impact

After the launch campaign, we developed strategies tailored to older adults, teens, and rural audiences, developing campaigns to overcome their specific barriers to using 988.