This webinar will preview findings of the 988 Formative Research. These findings can help form the basis of future culturally sensitive, responsive, effective, and successful 988 communications: First, to make more people aware of 988 across the country, and then to instill trust and confidence in the service so people will contact 988 when struggling with mental health, or in a moment of crisis, or in need of support. The webinar will also preview resources developed by the project that can support behavioral health agencies and service providers’ communication efforts to increase awareness and use of 988 in their communities.

With the nationwide transition to 988 as the 3-digit number for 24/7 support for anyone experiencing a mental health crisis or emotional distress, a need arose for 988-specific formative research among groups at higher risk for or disproportionately impacted by suicide. The 988 Formative Research Project began in summer 2022 as a collaborative effort led by the National Action Alliance for Suicide Prevention (Action Alliance), the Suicide Prevention Resource Center (SPRC), and the Ad Council Research Institute (ACRI), supported by the Substance Abuse and Mental Health Services Administration (SAMHSA).

The project fills a critical research gap and supports more informed 988 messaging and implementation efforts. Learning Objectives:

• Learn about key findings from the 988 Formative Research.

• Learn how this research can support communication efforts to increase awareness and use of 988 among groups at higher risk for or disproportionately impacted by suicide.