[The Challenge]

Utilizing a federal grant from the Substance Abuse and Mental Health Services Administration (SAMSHA) Lexicon supported DBHDD in their efforts to raise awareness about the 988 Lifeline while reducing the stigma around mental health posed a considerable challenge. Engaging diverse and vulnerable populations in a culturally resonant way was essential to achieving widespread success. Lexicon Strategies needed to ensure that the messaging reached these groups in ways that felt personal and impactful.

[The Solutions]

Lexicon Strategies implemented a comprehensive, multi-channel approach to increase awareness of the 988 Suicide & Crisis Lifeline and reduce mental health stigma across Georgia. By leveraging strategic partnerships, culturally resonant messaging, and targeted media outreach, Lexicon engaged diverse populations—ranging from African American youth to rural farmers, veterans, and those struggling with substance use disorders. The approach combined digital, broadcast, and grassroots efforts, ensuring that every campaign was tailored to meet the needs of specific communities while amplifying a unified message about mental health resources. These campaigns also included powerful personal narratives that helped humanize the services offered by the 988 Lifeline.

Through the following key projects, Lexicon Strategies delivered measurable results that significantly impacted Georgia’s behavioral health landscape:

A general 988 dialing code campaign included ads featuring Georgia’s First Lady, Marty Kemp, encouraging residents to use the 988 Lifeline for crisis support. The campaign spanned social media, TV, and radio ads, using relatable stories to connect with Georgia’s diverse populations. This effort was further supported by targeted outreach in local communities, which significantly boosted recognition of the 988 Lifeline.

In partnership with the Georgia Restaurant Association and Giving Kitchen, Lexicon launched the #86TheStigma campaign, designed to reach food service workers—one of the most underserved groups in terms of mental health support. This campaign featured educational content, promotional materials, and outreach efforts that raised awareness about the 988 Lifeline among workers and patrons. The #86TheStigma campaign was widely recognized and helped address the unique mental health challenges in the food service industry.

Lexicon worked with The Confess Project to reach African American youth, particularly through culturally relevant media. By leveraging social media, influencer partnerships, and educational outreach, the project helped quadruple engagement rates. Information was shared in accessible spaces like barbershops and HBCUs, connecting youth with mental health support tailored to their unique needs.

A substance use disorder campaign used recovery videos to showcase real-life stories of 15 individuals overcoming addiction to become certified peer specialists. These emotional, yet uplifting videos, featured across Georgia TV stations and online platforms, personalized the crisis and provided a relatable, uplifting message about recovery through the 988 Lifeline.

Lexicon worked with The Carter Center to create a specialized course for journalists on responsible reporting about mental health and suicide. This course is now available for journalists across Georgia, equipping them with the tools to report sensitively and accurately on these critical issues.

An effort to engage rural and faith-based communities focused on destigmatizing mental health in agriculture and religious circles. Partnerships with local churches, farming organizations, and agricultural expos ensured that 988 Lifeline message reached these critical populations. The initiative’s reach was amplified through in-person events, media placements, and collaborative outreach with the Atlanta Braves.

A peer support documentary From Stigma to Strength: Georgia is the Birthplace of the Certified Peer Specialist Movement, produced by Lexicon Strategies, premiered at the Carter Center and captured the transformative impact of Georgia’s innovative peer support system.

The documentary highlights the stories of certified peer specialists—individuals who have overcome their own mental health challenges and now use their lived experience to help others on their recovery journey. Through compelling personal narratives, the film sheds light on the vital role peer support plays in reducing stigma, fostering resilience, and building pathways to recovery.

This groundbreaking work also underscores Georgia’s leadership in integrating peer support into the broader mental health system, a model that complements the national 988 Lifeline initiative. By showcasing the effectiveness of peer-led recovery, the documentary serves as an educational tool and a call to action, encouraging individuals to seek help and connect with compassionate, recovery-focused support through 988.

[The Results]

The combined efforts of these campaigns resulted in over 89.2 million paid impressions, far surpassing the original target of 60 million. The strategic use of targeted media and community outreach led to a 148% increase in awareness of the 988 Suicide & Crisis Lifeline, with post-campaign surveys reporting awareness levels exceeding 84%. This leads the national awareness level that is at only 62%. Notably, counseling services saw a fourfold increase in calls in several key markets, attributed to campaign exposure. Engagement levels across all demographics, from African American youth to rural communities, exceeded expectations.

Supporting the Rollout of 988 The Suicide and Crisis Lifeline

[The Challenge]

[The Solutions]

[The Results]