Georgia Department of Behavioral Health and Developmental Disabilities 988 Statewide Market Research Awareness Survey Report #2

In a market research collaboration, Lexicon Strategies, in partnership with the Department of Behavioral Health and Developmental Disabilities (DBHDD), has unveiled a second 988 awareness report evaluating the awareness of the Suicide and Crisis Lifeline's 988 dialing code across Georgia as a final baseline ahead of larger marketing efforts. This second baseline survey, encompassing a broad spectrum of demographics, offers a critical look at public knowledge and accessibility of these essential crisis services.

The survey, conducted from December 1 to December 9, 2023, involved 611 participants from varied backgrounds, ensuring a representative sample of Georgia's diverse population.

I. Executive Summary

This report details the results of a survey conducted by Lexicon Strategies in collaboration with the Georgia Department of Behavioral Health and Developmental Disabilities (DBHDD). The survey aimed to evaluate the awareness of Georgia’s residents about the 998 Suicide and Crisis Lifeline dialing code and its related services as a final baseline ahead of DBHDD’s marketing eorts surrounding 988.

The survey, which ran from December 1st to 9th, 2023, engaged 594 participants from diverse regions across Georgia. It was designed to capture a wide range of demographic groups, including different ages, ethnicities, races, and genders. In response to the first survey in May 2023, this one was available in both English and Spanish, thereby reducing any potential language bias.

It is important to note that this survey was conducted at the start of December 2023, just before the commencement of major marketing and outreach efforts. As such, these results serve as a baseline for the end of the calendar year 2023.

The first survey was carried out in mid-May 2023, and comparing the two, we observe little change in overall awareness over the year. Nevertheless, with numerous programs set to launch in January and February, we anticipate a substantial increase in awareness. Our next survey is scheduled for March 2024, and it will be crucial in assessing the impact of these initiatives.

As of December 2023, awareness of the 988 dialing code remains modest, with 27% of respondents indicating awareness, a slight decrease from the 31% reported previously. However, a notable finding of these survey responses is the deeper understanding among those who are aware: 65% correctly identified the dialing code's purpose (compared to 54% in May 2023), translating to 18% of the total survey population accurately understanding its use, up from 16% overall in December 2023.

The survey reveals a more uniform distribution of awareness across age groups, with noticeable increases among those over age 65 and within the 25-34 age bracket.

Significantly, there was a marked increase in awareness among gay individuals; from 13% in the previous survey to 42% (a priority population identified by the 988 Steering Committee, see Figure 0). Additionally, increased awareness was observed in lower-income households.

Priority Populations

Ethnicity-wise, the consistent awareness levels among Hispanic, Latino, or Spanish respondents (previously 63.6% and now 57%) suggest that language bias was not a significant factor, rearming the accuracy of these findings in the May 2023 report. Importantly, among the 35 respondents who were aware of the service, 52% (18 people) correctly understood the purpose of 988, compared to 29% previously. This could be attributed to the availability of the survey in Spanish or a better overall understanding of the service.

Information sources remained largely unchanged, with social media, television, and personal contacts being the primary channels. Notably, there was an increase in awareness through radio and TV, especially among those aged 75 and older, where TV and newscasts were the predominant sources. This is likely due to media coverage fostered and supported by the DBHDD Communications Team. Among the LGBTQ+ community, social media usage for information has risen to 19%, with TV close behind at 16%.

There was a modest improvement in awareness among veterans, a key focus group. In the initial survey, 47% of the 72 veterans identified were aware of the 988 dialing code. This figure has risen slightly in the current survey to 48% of 81 identified veterans. Notably, of the veterans who were aware, 54% accurately understood the purpose of the dialing code, indicating a 26% awareness and use level overall.

Finally, overall those aware of 988 as the Suicide and Crisis Lifeline showed 74% confidence in distinguishing between the use of 988 and 911.

Introducing the survey in Spanish appears to have improved clarity, and expanding the overall number of participants proved beneficial. However, due to the sample being aligned with the population distribution of the Georgia Census, responses from certain crucial demographics were limited. Future surveys should consider a greater focus on smaller population segments, such as specific races, ages or orientations based on priority populations, to achieve a more representative and thorough comprehension of the awareness of the 988 dialing code across the state.

This report, the second in the series, paves the way for upcoming awareness campaigns tailored to enhance the understanding and visibility of the 988 service in Georgia. Drawing on our gathered insights, these new initiatives are designed to eectively engage and educate our target demographics. We expect that these eorts, which are part of our continuous exploration and strategic evolution, will play a pivotal role in increasing recognition and comprehension of the 988 service across the state.

As of December 9, 2023, there remains an ongoing need for public education and awareness campaigns, which are set to launch soon and are expected to provide more in-depth and specific feedback. This necessity is particularly acute among demographics that have shown lower levels of awareness.