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Two years after the rollout of 988, County officials aim to increase awareness of the lifeline through outreach campaigns, community partnerships
SANTA CLARA COUNTY, Calif. – The County’s 988 lifeline that offers critical mental health services has been expanded since its rollout two years ago, yet it remains unfamiliar or not understood by many residents who could benefit from it. County officials have launched a campaign to help change that.
The campaign involves getting the word out through presentations and promotional toolkits that will be shared for distribution by other government organizations and community partners; a social media blitz; and ongoing ads in digital and print media with a new slogan: “988 – Hope has a new number.” The outreach campaign highlights the lifeline’s new text and chat functions that give more ways to access help. A key feature of the awareness effort is a new promotional video that simulates a 988 call, giving the community insight into what they can expect.
“We ultimately want people to see 988 as a resource in the same way 911 is recognized, and know 988 is here for everyone,” said Supervisor Susan Ellenberg, president of the Santa Clara County Board of Supervisors. “We want our residents to know there is a County team ready to help if they or someone they love is going through a mental health crisis which might warrant a more appropriate response than what they would receive through 911.”
The National 988 Suicide and Crisis Lifeline began in the summer of 2022 and the County bolstered the model by giving access to additional local resources and mobile teams that can respond in person if needed. In Santa Clara County, 988 can support anyone experiencing emotional or mental health distress and substance use crises. Loved ones and others can also call 988 if they are concerned for someone else.
“As our County works to combat fentanyl addictions with our youth as we increase mental health services, it’s important our residents know 988 is a lifeline there to help them,” said Supervisor Cindy Chavez, who chairs the County’s Fentanyl Working Group. “We have teams ready to help people young, middle-aged and old, 24 hours a day, every day.”
The campaign gives guidance on the question of which number to call:
| WHEN TO CALL 988 | WHEN TO CALL 911 |
|---|---|
| Thoughts of suicide | Imminent danger |
| Experiencing mental health-related distress | Crime in progress/ committed |
| Worried about the mental well-being of a loved one | Suspicious activity |
| Emotional support | Suspicious activity |
| ___ | Police/medical/ fire emergency |
Callers seeking mental health and substance use crisis support should know:
- The 988 service is free, anonymous, and confidential unless law enforcement or medical emergency response is needed. If law enforcement or medical services are needed, the counselor will ask for contact information so responders can help.
- 988 can be accessed via text message, or chat at 988lifeline.org/chat.
- 988 is staffed 24 hours a day, seven days a week, by trained counselors. They will work with you to understand what you need and support you. Support can be given on the phone or in person if needed.
- Language interpretation is available in more than 200 languages, including Spanish, Vietnamese, Chinese, and Tagalog. Texting is only in English and Spanish.
- In-person response is available if needed from the County’s unique mobile crisis teams, made up of crisis clinicians and peer outreach specialists to help callers; services that both involve or do not involve law enforcement are available. That includes:
- The Trusted Response Urgent Support Team (TRUST) involves response from crisis intervention specialists without law enforcement involvement.
- Mobile Response and Stabilization Services (MRSS) for children and young adults ages 4 to 20.
- The Mobile Crisis Response Team (MCRT) for adults includes master’s level clinicians who may partner with law enforcement based on the criticality of the situation.
- Calls to 988 are routed by area code; if the phone used does not have a 408, 650, or 669 area code, the Santa Clara County service can be accessed by calling 1-800-704-0900 and pressing 1. The same 800 number can be used for non-emergency calls to County Behavioral Health Services regarding general mental health and substance use treatment services information and referrals.
County of Santa Clara Behavioral Health Services Director Sherri Terao said the 988 Call Center is currently fully staffed and capable of taking on more calls.
“The County is ready, counselors are ready,” Terao said. “We want to make sure those who would benefit the most from these services know that Hope has a new number, and it’s 988.”
The 988 Crisis and Suicide Prevention lifeline simulation is available on YouTube here, and a downloadable file is available on WeTransfer here.
ABOUT THE COUNTY OF SANTA CLARA, CALIFORNIA
The County of Santa Clara government serves a diverse, multicultural population of 1.9 million residents in Santa Clara County, Calif., making it more populous than 14 states in the United States. The County provides essential services to its residents, including public health protection, environmental stewardship, medical services through the County of Santa Clara Health System, child and adult protection services, homelessness prevention and solutions, roads, park services, libraries, emergency response to disasters, protection of minority communities and those under threat, access to a fair criminal justice system, and many other public benefits.
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