The Nation's Public-Private Partnership for Suicide Prevention

New 988 Messaging Framework Aims to
Align Messaging Efforts
As the United States prepares for the July 2022 transition to 988 as an easy to remember three-digit dialing, texting, and chat code for anyone experiencing a suicidal or mental health related crisis or emotional distress, it’s important that messaging efforts are aligned, coordinated, and consistent. To help ahieve this, the National Action Alliance for Suicide Prevention (Action Alliance)—the nation’s public-private partnership committed to advancing suicide prevention and changing the conversation about mental health and suicide prevention—recently released the 988 Messaging Framework. This important new resource provides broad guidance for organizations about when and how to develop public messages about 988 including:

Timing:
  • Before transition (pre-July 2022)
  • After transition (post-July 2022)

Key Considerations:
  • Understanding how 988 works
  • Knowing what 988 is…and what it is not
  • Following best practices
  • Tailoring 988 messaging for your audience
  • Amplifying your message

The 988 Messaging Framework was developed in collaboration with a 988 Messaging Task Force co-led by the Substance Abuse and Mental Health Services Administration (SAMHSA) and Vibrant Emotional Health (operational home to the National Suicide Prevention Lifeline) and with support from Action Alliance Executive Committee member Johnson & Johnson–Janssen. As research shows, consistent messaging is essential to ensuring public clarity—and avoiding widespread confusion. To ensure our nation’s 988 messaging is strategic, aligned, and effective, we encourage your organizations to use this new resource to help inform your planning and messaging efforts. To learn more, visit 988messaging.org.
Your Role in Aligning 988 Messaging Efforts
While the 988 Messaging Framework aims to align messaging efforts, that will only be achievable if there is widespread use by those developing 988-related messages, like many of you. Please play a key role in this messaging alignment effort by considering the following:

  • Encouraging use of the 988 Messaging Framework internally at your organization by sharing with your communications, policy, or other teams touching upon 988 messaging
  • Posting about the 988 Messaging Framework on your social media channels using these sample social media posts and social shareables
  • Sharing the 988 Messaging Framework with your networks using this sample e-newsletter or listserv blurb
  • Adding a link to the 988 Messaging Framework to your organization’s website in the resource or library section (988messaging.org)
  • Communicating about the 988 Messaging Framework at an upcoming meeting or conference using this tailorable PowerPoint slide deck

The National Action Alliance for Suicide Prevention is housed at Education Development Center.