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The Substance Abuse and Mental Health Services Administration's (SAMHSA's) 988 Suicide & Crisis Lifeline will run five months of paid awareness ads with select audiences that will consist of a research‐informed paid media buy with national reach in the summer/fall 2024, a SAMHSA news release stated. The effort is an initial step towards creating a larger and more comprehensive campaign in the future, officials stated. As SAMHSA continually works to improve awareness of 988 across the United States, the 988 Lifeline will begin running ads designed to reach communities that are disproportionately affected by suicide. The initial paid SAMHSA ads will run on digital communications platforms and channels from June through October 2024 and will reach five audiences during these months: the LGBTQI+, Black population, and American Indian/Alaska Native (AI/AN) teens and LGBTQI+ and AI/AN young adults. Vibrant Emotional Health, the 988 Lifeline administrator, is expected to launch advertising to additional audiences starting late summer into early fall. Details will be shared when available, SAMHSA officials stated. The multimedia ads will appear on a variety of sites and on platforms and channels such as Hulu, YouTube, social media (including Meta, Snapchat, Reddit), iHeart Media, Indian Country Media, video games, apps and podcasts.
Valerie A. Canady (Sat,) studied this question.
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