New critical research and communications tools for 988 are now available. These novel resources are focused on engaging the trusted messengers that people turn to for reliable, unbiased information, and help when they’re struggling with their mental health or in crisis.
The latest study from the Ad Council Research Institute (ACRI), in partnership with the National Action Alliance for Suicide Prevention (Action Alliance), the Suicide Prevention Resource Center (SPRC), and supported by the Substance Abuse and Mental Health Services Administration (SAMHSA), follows crucial findings released in late 2023 about the public’s awareness, perspectives, and current/potential usage of 988, the national 3-digit hotline for mental health resources and suicide prevention.
In the first phase of research, participants indicated that when they’re struggling with their mental health or are in crisis, they most often turn to their spouse/partner, mother, siblings, and friends for help and advice. These trusted messengers are also the ones that participants said they would most trust information on 988 from, indicating their vital role in helping encourage, recommend, and influence their loved ones/close connections to seek support through 988.
Key findings from the new 988 mixed-methods research study specific to trusted messengers found that:
- Approximately half of trusted messengers say they’ve heard of 988. Spouses/partners and friends are more likely to be aware/have heard of and are somewhat familiar with 988 compared to other groups.
- When they’ve heard about it, trusted messengers are most likely to have heard about 988 being available 24/7 and free.
- Most trusted messengers feel 988 is very/extremely valuable (especially people with Asian American, Native Hawaiian, and Pacific Islander loved ones/close connections).
- The majority of trusted messengers would consider using/recommending 988 when their loved one/close connection is struggling or in crisis.
- Of all the reasons to contact 988, trusted messengers would most consider using 988 to learn how to best support their loved one/close connection when they’re struggling or in crisis.
- Trusted messengers who are not open to using 988 as a resource cited a variety of barriers: privacy concerns, potential damage to relationships, and lack of knowledge.
“Research with trusted messengers enriches our ability to use broad communications efforts to promote help-seeking and grow awareness or trust in 988,” said Elizabeth Box, MPH, the project’s director and senior advisor to the Action Alliance. “These insights lay a strong foundation for reaching people disproportionately impacted by suicide and their vital support networks.” The Action Alliance and SPRC are eager to share these valuable tools and resources with partners nationwide communicating about 988.
As part of the 988 Formative Research Project’s ongoing efforts, a toolkit for culturally relevant communications is also available. This toolkit is a comprehensive guide for brands and mental health organizations that seek to effectively communicate about the 988 Suicide & Crisis Lifeline to trusted messengers of populations that are disproportionally impacted by suicide. This toolkit offers insights into key messaging values and principles, as well as specific messaging strategies tailored for different messenger cohorts.
“This research shows us that trusted messengers are the crucial link in encouraging people who are disproportionately impacted by suicide to reach out to 988. With this research, the findings will help us better equip and build confidence in trusted messengers as they support their loved ones and their mental health journey,” said Derrick Feldmann, Lead Researcher and Managing Director of the Ad Council Research Institute.
Learn more about the 988 Formative Research at www.988messaging.org/research or download the report here.
