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988 Partner Toolkit

SAMHSA, the primary federal agency leading efforts to advance the behavioral health of the nation, recognizes the need for states, territories, tribes, crisis centers, counties, communities, emergency service providers, and other partners to speak with one voice so that there is a clear understanding about what the 988 Lifeline is and how it works. We developed the 988 Partner Toolkit with resources for partners to use and share information about the 988 Lifeline with this alignment in mind.

Need Support Now?

If you or someone you know is struggling or in crisis, help is available. Call or text 988 or chat 988lifeline.org

  • What is the 988 Partner Toolkit and Who Should Use It?

    The 988 Partner Toolkit is a one-stop shop for social media, video, print, radio, FAQs, messaging, and other marketing materials for anyone to use to promote awareness of 988. We encourage you to take any items within the Toolkit and use them as a starting or finishing point towards promoting the 988 Lifeline.

    How Should 988 Partners Use the Toolkit?

    The 988 Partner Toolkit offers a variety of awareness and educational materials that are regularly updated. Partners can use or adapt these outreach materials, and build upon them, with your community coalitions to meet the needs of their specific audiences. We have designed some products, such as videos with no music, with the idea that partners may mash them up to make what you want and need for various communications platforms.

What Resources Are in the Toolkit?

These key messages are designed to cover the basics of 988 and provide a strong foundation from which partners can build for their audience-specific needs.

Preparing for full 988 implementation requires a bold vision for a crisis care system that provides direct, life-saving services to all in need. This leads to many questions about the transition to 988 and how 988 will work. We at SAMHSA welcome these questions. Question topic areas are:

These 988 printable materials have been created for use by governments, states, territories, tribes, crisis centers, and partners to educate and outreach about 988. SAMHSA provides organizations an ability to order limited supplies from the SAMHSA store. If you need larger orders than we are able to send to you, you can use the printer-ready files to make your own. For those of you who need just a few copies of an item, you can print those using the simple PDF download.

SAMHSA expects print materials to be available for ordering in late July. We will regularly update the SAMHSA Store links when products arrive.

Wallet Cards

The following business-sized wallet cards help publicize the 988 Suicide & Crisis Lifeline.

Talk with us, there is hope icons

Wallet Card with Icons (2 sided, 3.5 in x 2 in)


The following magnets help publicize the new 988 Suicide & Crisis Lifeline phone number and provides access to this life-saving resource in places that are highly visible.

Square Magnet (4.75 in x 4.75 in)


These 2x2 inch stickers in English and Spanish help publicize the 988 Suicide & Crisis Lifeline.


These posters help publicize the new 988 Suicide & Crisis Lifeline and provides access to this life-saving resource. They are designed to be placed in schools, community centers, counseling offices, clinics, and other settings where people gather.

Safety Plan

The Safety Plan is designed to be printed as a 5”x7” pad, similar to a prescription pad, with 50 sheets of pull off plans. The intended use is for counselors, therapists, clinicians, and others working with people in need of safety plans. It is modified from Stanley & Brown.

thumbnail of saftey plan pad

Safety Plan (5 in x 7 in)


Suicide Warning Signs for Youth Notecard

Suicide Warning Signs for Youth Notecard

Suicide Warning Signs for Adults Notecard

Suicide Warning Signs for Adults Notecard

Yard Sign

you matter yard sign

You Matter. Text. Call. Chat. Yard Sign

The 988 brand embodies the 988 Suicide & Crisis Lifeline's ideals and goals. Used as intended, the 988 brand provides a cohesive look and feel across 988 materials.

This 988 Logo and Branding provides specific information on logo and branding use and guidelines, typography and icon styles, photo choices and the color palette.

The social media messages describe the basics of 988 that apply across the U.S. These 988 shareables were designed for use as social media posts, stories and threads. You can use the videos as individual interactives on the social media platforms, or you can mash the videos together to create your own versions that make sense for your audiences.

Printable PDF handouts in English and Spanish explain the basics about 988.

These 988 operational guidance documents were created with a co-sponsorship group of partners across critical working sectors involved with 988. The playbooks are published by the National Association of State Mental Health Program Directors.

Convening Playbook Cover Pages

When news articles, entertainment programming, or other media material includes content addressing suicide, mental health, or emotional distress, please use one of the end card options to share 988 crisis supports with readers and viewers, especially those who may need help or be in crisis.

These backgrounds are available for partners to use during virtual meetings. Partners can customize these by adding their own state, territory, tribal, and organization logos to the backgrounds as well.

988 Virtual Background in Light Blue (JPG | 40 KB)

988 Virtual Background in Gray (JPG | 38 KB)

988 Virtual Background in Navy (JPG | 41 KB)

These Radio Public Service Announcement (PSA) scripts to promote 988 within communities are designed to be read on-air by DJs and other radio talent. In the future, SAMHSA may provide pre-recorded audio files for use as well.

Products: 60-second, 30-second, 15-second scripts

Target Audiences: General public awareness of 988

Timeline: For airing on radio after July 16, 2022

988 Radio Public Service Announcement Scripts

Last Updated

Last Updated: 06/01/2023