On September 8, 2024, Vibrant Emotional Health (Vibrant) and the Substance Abuse and Mental Health Services Administration (SAMHSA) marked the inaugural 988 Day, an initiative dedicated to raising awareness about the 988 Suicide & Crisis Lifeline (988 Lifeline), which is funded by SAMHSA and administered by Vibrant. This year’s theme, “No Judgment. Just Help.” reinforced the message that this free and confidential support service is a safe space for anyone seeking help.
Since its launch in July 2022, the 988 Lifeline has been a transformative resource, providing individuals in emotional distress with critical, life-saving help during their most vulnerable moments. The establishment of 988 Day served as a reminder of the 988 Lifeline’s importance and a celebration of its achievements. With over 200 local crisis centers in the network, the 988 Lifeline ensures that callers receive localized care and can connect with nearby resources.
988 Day was marked by activities, public announcements, and collaborative events to boost public awareness of the 988 Lifeline. The promotion leading up to 9/8 focused on reaching vulnerable populations and ensuring people know that help is just three digits away. Campaigns included providing a 988 Day toolkit, as well as outreach through social media, radio, television, and community events to spread the message that anyone facing emotional distress, suicidal thoughts, or a mental health or substance use crisis can access immediate support by dialing 988. Participants were encouraged to hashtag #988Day on social media platforms to share activities and how they promoted awareness. These posts were collected and displayed on the 988 Day Social Wall.
One of the standout features of 988 Day was its emphasis on partnership. SAMHSA collaborated with multiple organizations, including local mental health agencies, advocacy groups, and healthcare providers, to ensure the messaging reached a broad audience. These partnerships were instrumental in promoting the crisis helpline across diverse communities, emphasizing that 988 is accessible to everyone, regardless of their location or background. This collaborative spirit helped ensure everyone felt included and part of a larger community dedicated to mental health support.
Some key insights from social media metrics about the inaugural 988 Day measured between September 1 and September 8 showcased a widespread impact and engagement:
Social Media Highlights:
For social media, we experienced an impressive surge in engagement.
•Over 6,500 mentions of 988 Day and 5,200 uses of #988Day.
•Significant engagement with 63,900+ interactions on 988 Day-related content across Instagram (38.7K+), Facebook (15K+), and Twitter (10K+).
•Participation from over 2,800 unique users, highlighting the community's active involvement.
Social Wall Metrics:
We created a social media wall via an interactive platform where:
•More than 400 users contributed a total of 4,647 posts to the 988 Day Social Wall.
•The Social Wall attracted over 6,455 page views, serving as a dynamic hub for sharing and interaction.
Another significant measurement of success was the 988 Day Mention and Highlights. This included posts from Papa Roach, Carrie Underwood, MTV, Jake Tapper, Mental Health America, and HealthLine – in addition to numerous government agencies such as NIMH and CDC. Crisis call center counselors posted videos about their work and what they do, and centers like Deaf Lead also got creative with the day.
•MTV: Join Us for 988 Day - https://x.com/MTV/status/1832766336235151737
•Papa Roach & Carrie Underwood Instagram post - https://www.instagram.com/reel/C_qMftFPbij/?igsh=MWU1c29pMWFhb3c5cA==
•Senator Chris Coons tweet - https://x.com/ChrisCoons/status/1832788484589080904
The success of 988 Day serves as a launching pad for even greater efforts to expand the reach and capabilities of the 988 Lifeline. In the coming months, there will be a continued push for more robust funding to help support training and staffing at the local crisis centers, ensuring that the service remains effective in saving lives and offering support. The success of the inaugural 988 Day is already inspiring planning for next year’s 988 Day events. This ongoing dedication to the initiative shows the passion and commitment to ensuring the bright future of the 988 Lifeline.
The celebration of 988 Day on September 8, 2024, was a resounding success. It underscored the progress made in mental health crisis intervention and reminded the public that help is always available. As more people become aware of the 988 Lifeline and its services, the hope is that no one will face a crisis alone.