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Rates of suicide have been on the rise in the United States for more than two decades, with suicide rates in Washington remaining higher than the national rate. More than 1,000 Washington residents die by suicide every year. Research proves that conversation at the time of crisis saves lives. The 988 Suicide & Crisis Lifeline connects callers to centers specialized in mental health crises. In 2024, the Washington State Department of Health (DOH) and C+C developed a statewide campaign to increase awareness, understanding and usage of 988, with a focus on populations with higher rates of suicide. One audience-focused concept led creative: A compassionate person is ready to listen.
Objectives
Key challenges to overall familiarity, awareness, and contact among audiences included a lack of knowledge that you can call 988 on behalf of others, that you can text rather than calling, and that 988 counselors are properly trained. The desire for confidentiality and fear of police involvement were also barriers.
The concept, “988, Anywhere, Anytime,” showed adults that the lifeline is always on, always confidential, and always judgment-free. The message appeared in 14 languages in the places people needed it most: in bars, on buses, at tribal gatherings, and across social and digital platforms they already use. 988 contacts were up 39% during the campaign period; texting was up 75%. All priority populations reported increased familiarity with 988 post-campaign, including a 19% increase for Black/African American and American Indian/Alaska Native people, 15% for Spanish-speakers, and 12% for veterans.
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