988 FormativeResearch
See the latest research on messaging and communications to people at higher risk for or disproportionately impacted bysuicide.
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Introduction
988 FastFacts
- 988isconfidential, free, and available 24/7/365, connecting those experiencing a mental health, substance use, or suicidal crisis with trained crisiscounselors.
- Access is available through every land line, cell phone, and voice-over internet device in the United States and call services are available in Spanish, along with interpretation services in over 150languages.
- The 988 dialing code isavailable for call, text, and chat starting onJuly 16, 2022. The previous 1-800-273-8255 numberwill continue to function even after thetransition.
- The nationwide transition to 988 is just an initial step in reimagining crisis support in theU.S.
In July 2022, our country entered a new era of crisis services, marked by the adoption of 988 as the new easy to remember three-digit dialing code for anyone experiencing a suicidal or mental health crisis. As the U.S-based universal dialing code connecting to the National Suicide Prevention Lifeline (Lifeline)—a network of local crisis centers throughout the country—988 increases the accessibility and use of life-saving interventions and resources. The recent Poll of Public Perspectives on 988 & Crisis Response conducted in Summer 2023 found that only 17% of adults in the U.S. are familiar with 988. However, the poll also found that 9 out of 10 adults support creating 24/7 mental health, alcohol/drug, and suicide crisis call centers that can respond effectively to callers and follow-up later.
The implementation of 988 is an exciting development for the nation broadly—and for the mental health, substance use, and suicide prevention fields in particular—and is understandably the topic of considerable attention and public communications. Given the critical, lifesaving nature of 988, it is essential that these public communications are accurate, effective, andsafe.
To help you as messengers—including state agencies, crisis centers, non-profit organizations, businesses, foundations, and others—in your ongoing and future efforts to communicate about 988 more effectively, the National Action Alliance for Suicide Prevention (Action Alliance) and its partners developed the 988 Messaging Framework. This resource provides general guidance about when and how to develop messaging about 988. It does not take the place of tailored and tested audience-specific messages. To learn about how this 988 Messaging Framework was informed and developed, please read this background one-pager.
KeyConsiderations
We know that aligned and coordinate messaging has a better chance of achieving impact and creating change. As you begin to develop messaging about 988, please consider these core elements to help guide your efforts in crafting timely, effective, and safemessaging.
Promoting988Widely
- Before promoting 988 widely post-launch, work with local implementers in your state or territory to confirm the infrastructure is in place to answer the anticipated increaseincalls/texts/chats.
- For key messages, frequently asked questions, branding tools, and other messaging resources, visit the Substance Abuse and Mental Health Services Administration’s (SAMHSA) 988 Partner Toolkit.
- While 988 is now available nationwide as an easy to remember three-digit dialing and texting code, with a chat feature on 988lifeline.org, it’s important to remember that it may take some time for 988 to be operating optimally in your area. Key factors should be considered before widely promoting 988 in your state or territory, such as:
- Is there sufficient local 988 crisis contact center capacity to meet the anticipated increaseindemand?
- Has your local state or territory established connections and linkages between 988 crisis contact centers and mobile crisis or other rescue units to escalate care, if needed? Are your local 988 crisis contact centers interacting and coordinating with local 911callcenters?
- Is there sufficient behavioral health provider and service work capacity in your state or territory that can respond to crisis episodes should they escalate beyond crisis contact centers and mobileresponseteams?
- Finally, 988 represents a once-in-a-lifetime opportunity to change how crisis services are delivered in the U.S. The July 2022 transition was just the beginning. It’s important to continue messaging with key policymakers to ensure additional investments in the 988 system and support infrastructure are in place for your state or territory. To learn more, visit the National Alliance on Mental Illness’ (NAMI) Reimagine Crisis Response or the Consensus Approach and Recommendations for the Creation of a Comprehensive Crisis Response System.
MoreAbout988
Interested in learning more about 988 and how it works? Visit our partners at SAMHSA and Vibrant Emotional Health for thelatestinformation!
- Before you develop public-facing messaging about 988, it is critical to understand how it works—both generally and more specifically in your state or territory. While dialing, texting, or chatting 988 will look the same across the country, rollout and implementation may vary from region to region—such as the availability of mobile crisis response teams and crisis stabilization services—so make sure your planning is built on a foundation of solid, accurate information. We encourage you to work with local crisis centers and state suicide prevention coordinators to better understand the 988 infrastructure in your stateorterritory.
- Make sure you are familiar with how calls, texts, and chats into 988 are handled so you can share an accurate picture with your audiences. To learn more about how calls arerouted, check out this 988infographic. Communicating details such as who operates the line, what qualifications or training the crisis counselors answering the line have, and what callers should expect when they call, text or chat, will help address potential barriers that may keep someone fromusing988.
- 988 is built with accessibility and inclusion in mind to ensure the service is available to all individuals, regardless of communications needs. As such, 988 is available via text and chat to anyone interested in using those services, as well as Spanish support via the press 2 option and interpretation service in over150languages.
- The transition to 988 does not impact the availability of crisis services for our nation’s Veterans and military Service Members. The same dedicated service Veterans know and trust in the VCL remains fully in place and ready. The Veterans Crisis Line (VCL) can be accessed by dialing 988 then pressing 1. Chat and text options can be accessed by visitinghttps://www.veteranscrisisline.net/get-help-now/chat/ or bytexting838255.