Expand each section below for a sample of messaging tips and recommendations specific to each study population and to download the full communications insights document for each group.
Insights for Groups at Higher Risk for or Disproportionately Impacted by Suicide
Asian American, Native Hawaiian and Pacific Islander Youth and Young Adults (ages 13-34)
Download988 Use - Likes & Dislikes:
Asian American, Native Hawaiian and Pacific Islander people ages 13-34 listed 24/7 availability and it’s anonymity as most resonating and motivational components of 988. Having to open up to a stranger and privacy/confidentiality were some of the major concerns of the service.
Trusted Messengers:
When struggling with mental health, Asian American, Native Hawaiian and Pacific Islanders (ages 13-34) said they’re most likely to turn to friends, mother, spouse/significant other/partner or resources they find via Google search or on YouTube for support. For information about 988, however, they’re more likely to trust mental health professionals/organizations and doctors/medical professionals (in addition to friends and their mother).
American Indian/Alaska Native Youth and Young Adults (ages 13-34)
Download988 Use - Likes & Dislikes:
American Indian/Alaska Native people ages 13-34 listed 24/7 availability and 988 being a free service as most resonating and motivational components of 988. Having to open up to a stranger and talking to someone who might not understand them/the situation were some of the major concerns of the service.
Trusted Messengers:
When struggling with their mental health, American Indian/Alaska Native people (ages 13-34) most often turn to friends and family (mother, spouse/significant other/partner, sibling) or a mental health professional for support. They would most trust information about 988 from friends, followed by mental health professionals and various family members.
Individuals who have attempted suicide or experienced suicidal ideation during their lifetime (ages 13+)
Download988 Use - Likes & Dislikes:
Individuals who reported experiencing suicidal ideation ages 13+ listed 24/7 availability and it’s anonymity as most resonating and motivational components of 988. Having to open up to a stranger and the possibility that the service may contact parents (among teens)/law enforcement or take them to a hospital were some of the major concerns of the service.
Trusted Messengers:
When struggling with their mental health, participants who reported experiencing suicidal ideation said they most often turn to friends, spouse/significant other/partner or mental health professional for support. This audience would also trust information about 988 from similar audiences, as well as doctor/medical professionals.
Black Youth and Young Adults (ages 13-34)
Download988 Use - Likes & Dislikes:
Black people ages 13-34 listed 24/7 availability and 988 being a free service as most resonating and motivational components of 988. Having to open up to a stranger and talking to someone who might not understand them/the situation were some of the major concerns of the service.
Trusted Messengers:
Black people (ages 13-34) are most likely to turn to family when struggling with mental health: their mother, friends, spouse/significant other/partner or sibling, followed by YouTube videos. For information about 988, mother and friends again top the list, followed by mental health professionals/organizations.
People with Disabilities (ages 13+)
Download988 Use - Likes & Dislikes:
Individuals with disabilities listed 24/7 availability and being able to communicate with a real person who’s trained to help as most resonating and motivational components of 988. Having to open up to a stranger and the possibility that the service may contact parents (among teens)/law enforcement or take them to a hospital were some of the major concerns of the service.
Trusted Messengers:
People with disabilities said they’re most likely to turn to their spouse/significant other/partner, friends, healthcare provider or mental health professional when struggling with their mental health. This audience would also trust information about 988 from similar audiences, as well as doctor/medical professionals.
Hispanic Youth and Young Adults (ages 13-34)
Download988 Use - Likes & Dislikes:
Hispanic people ages 13-34 listed 24/7 availability and it’s anonymity as most resonating and motivational components of 988. Having to open up to a stranger and talking to someone who might not understand them/the situation were some of the major concerns of the service.
Trusted Messengers:
When struggling with their mental health, Hispanic people (ages 13-34) most often turn to friends and family (mother, spouse/significant other/partner) or a mental health professional for support, as well as YouTube videos. This audience would most trust information about 988 from mental health professionals, followed again by family and friends.
LGBTQIA+ Youth and Adults (ages 13-49)
Download988 Use - Likes & Dislikes:
LGBTQIA+ people ages 13-49 listed 24/7 availability and it’s anonymity as most resonating and motivational components of 988. Having to open up to a stranger and 988’s privacy/confidentiality were some of the major concerns of the service.
Trusted Messengers:
When struggling with their mental health, LGBTQIA+ participants said they most often turn to friends, family or professionals for support. Specific to information about 988, however, mental health professionals or organizations were higher ranked than friends and family.
Rural Older Men (ages 49+)
Download988 Use - Likes & Dislikes:
Rural older men ages 49+ listed 24/7 availability and access to communicate with a real person who’s trained to help as most resonating and motivational components of 988. (Potential lack of) credibility and privacy/confidentiality were some of the major concerns of the service.
Trusted Messengers:
When struggling with mental health, rural older men said they’re most likely to turn to their spouse/significant other/partner for support—followed distantly by friends, and then a healthcare provider. They’re also most likely to trust information about 988 from their spouse/partner, though they’d also trust doctor/medical professionals, mental health professionals or organizations, or friends.