New Survey Reveals Only 16% of Georgians are Aware of the 9-8-8 Crisis Line and Its Purpose

“This new data proves we have work to do in educating Georgians about 9-8-8. We want them to know 9-8-8 is the three-digit dialing code for suicide prevention and behavioral health crisis support.”

         - DBHDD Commissioner Kevin Tanner

ATLANTA - The Georgia Department of Behavioral Health and Developmental Disabilities (DBHDD), in partnership with Lexicon Strategies, unveils the first-ever 9-8-8 Statewide Market Research Awareness Survey Report. This report on the 9-8-8 dialing code reveals important data on the public's understanding of the emergency service code and how it functions.

The survey, which ran from May 19-20, 2023, engaged a diverse, age, race, and gender-balanced sample of 488 Georgians, exploring respondents' awareness, sources of information, and confidence in using the 9-8-8 dialing code versus 9-1-1.

One of the critical findings of the survey is that just 31% of respondents were aware of the 9-8-8 dialing code, and of those, only 54% correctly understood its role as the Suicide and Crisis Lifeline. This means that approximately only 16% of total respondents in Georgia have a comprehensive understanding of this crucial suicide prevention and behavioral health crisis support resource. Demographically, younger respondents and those from lower-income households showed a higher awareness of 9-8-8.

“This new data proves we have work to do in educating Georgians about 9-8-8. We want them to know 9-8-8 is the three-digit dialing code for suicide prevention and behavioral health crisis support. It’s the easy button for access to mental health services, and it’s going to take resources and a commitment to continue building out this network,” said DBHDD Commissioner Kevin Tanner.

Since the rollout of the 9-8-8 resource began on July 16, 2022, the system has experienced a 12% increase in call volume, building on a 41.6% surge from 2019 to 2022. The 9-8-8 Suicide and Crisis Lifeline in Georgia is expected to require additional staffing, bed capacity, and more investment as awareness and call volume grows. This timely report reveals not just the need to increase awareness through marketing to help more Georgians in need, but also the potential to triple demand for the 9-8-8 resources system-wide in Georgia.

The federal Substance Abuse and Mental Health Services Administration (SAMSHA) strategically delayed the advertising and marketing of the 9-8-8 crisis line until the second year of the launch. This encouraged and allowed states, including Georgia, to prepare their infrastructure and personnel for what is projected to be a substantial increase in call volume.   

Georgia has consistently answered this growing volume of calls in less than 10 seconds since the rollout began a year ago. With the launch of the 9-8-8 service, referrals for community-based outpatient services have risen by 18%, while referrals to inpatient services have increased by 12%.

The study also identified social media, television, and family or friends as the primary sources of information about the 9-8-8 dialing code. And nearly 70% of the respondents who correctly identified 9-8-8 as the Suicide and Crisis Lifeline expressed the highest level of confidence in knowing when to use 9-8-8 and when to use 9-1-1.

"The data underscores the urgency for targeted public education efforts about the 9-8-8 dialing code, especially among demographics showing lower awareness. The report also reveals the potential to as much as triple demand on Georgia’s behavioral health crisis system once awareness increases," stated Sheryl Golub, MA, MPH, Partner at Lexicon Strategies. "We recommend continuing to evaluate the effectiveness of outreach initiatives seeking to increase the awareness of the 9-8-8 crisis resource in Georgia, and consistently monitoring the resources needed to meet this demand for Georgians in need.”

Georgia’s DBHDD is committed to leveraging this data to guide the development of strategic awareness campaigns, ensuring that Georgians have the knowledge they need to access crucial services provided through the 9-8-8 dialing code.

To view the full Marketing Insights Report, click here.

About DBHDD

The Georgia Department of Behavioral Health and Developmental Disabilities (DBHDD) is the state agency that supports people with mental health needs, substance use disorders, and intellectual and developmental disabilities. Our vision is easy access to high-quality care that leads to a life of recovery and independence for the people we serve.

About Lexicon Strategies

Lexicon Strategies is a leading community and social impact consulting firm committed to the principle, 'We find the right thing. And we do it right.' Our clients engage directly with our team of seasoned executives and successful entrepreneurs, who leverage their extensive experience to drive positive impact on communities and businesses. For more information, visit lexiconstrategies.com.