Case Study
Helping to Develop Messaging Strategies for People at Higher Risk of Suicide
overview
In July 2022, the U.S. transitioned the 10-digit National Suicide Prevention Lifeline to 988, an easy-to-remember three-digit number for 24/7 crisis care. With the nationwide transition to 988, a need arose for 988-specific formative research among groups at higher risk of, or disproportionately impacted by, suicide to help support culturally sensitive, responsive, effective, and successful 988 communications. Our client, a leading non-profit organization working with several government agencies, partnered with C+R to conduct a comprehensive research initiative. This initiative included qualitative and quantitative methods to uncover the attitudes, beliefs, perceptions, barriers, and motivations related to accessing 988 and identifying help-seeking behaviors among populations who are at a higher risk of, or disproportionately impacted by, suicide as a first step in better understanding how to reach and engage them.
THE PROBLEM
How do we make the U.S. aware of 988, and how do we best communicate its benefits?
With the nationwide transition to 988, a need arose for 988-specific formative research among groups at higher risk of, or disproportionately impacted by, suicide to help support culturally sensitive, responsive, effective, and successful 988 communications. This research focused on the communication strategies and tactics to generate awareness of 988 across the country, as well as to instill trust and confidence in the service so people will contact 988 when struggling with mental health or in a moment of crisis.
OUR APPROACH
Qualitative (IDIs) and Robust Quantitative Needed to Understand At-Risk Populations
Based on past research, the client team identified the at-risk populations to include in this research endeavor. Most of the segments in this research were 13 to 34 years of age, including American Indian/Alaska Natives, Asian Americans, Black/African Americans, Hispanics, and LGBTQIA+ (13-49) individuals. Also included in the sampling frame: Individuals who attempted or experienced serious thoughts of suicide, those with disabilities, and older, rural men.
We started with qualitative research to inform the quantitative survey and subsequent messaging iterations. The qualitative phase focused on understanding the populations at higher risk of, or disproportionately impacted by, suicide and their past experiences with crisis resources (including 988) and consisted of over 80 60-minute webcam IDIs.
For the quantitative phase, a comprehensive online survey was administered to the higher risk populations, as well as a general sample population to provide context. To have robust subgroup analysis, we conducted almost n=5,500 interviews to validate findings from the qualitative phase and to deeply understand people at higher risk of suicide.
The result
Communication Strategy Developed: How, When, and Why Contact 988
This research identified the following recommendations for organizations working to help individuals understand how, why, and when they should contact 988 (and to motivate them to do so). Specifically:
- Tap into what individuals need most when struggling: someone to talk to at any time.
- Communicate what 988 really is and who is involved.
- Address the factors that make people skeptical or hesitant to use 988.
- Reiterate the humans behind the hotline.
- Leverage trusted messengers and sources for message delivery.
proven experience
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