Georgia Statewide 988 Dialing Code Initial Awareness Survey: July 17, 2023

We are pleased to present our most recent survey report, an in-depth analysis conducted jointly with Lexicon Strategies and the Georgia Department of Behavioral Health and Developmental Disabilities (DBHDD) on the awareness level of 988 within a survey sample of individuals in Georgia. This report delves into the current level of awareness and usage confidence surrounding the critical 988 dialing code across Georgia. The findings drawn from this study will be instrumental in guiding our future strategies and initiatives. Please find the executive summary below for a succinct overview of the key takeaways.

Executive Summary

This report presents the findings of a survey conducted by Lexicon Strategies in partnership with the Georgia Department of Behavioral Health and Developmental Disabilities (DBHDD) to assess statewide awareness of the 988 dialing code and associated services.

The survey, executed over May 19-20, 2023, utilized a representative sample of 488 participants from across Georgia. The sample was designed to capture a diverse range of demographic profiles in terms of age, ethnicity, race, and gender. However, a significant limitation was the survey's sole availability in English, which may have introduced bias and affected results, particularly among non-English-speaking respondents.

A primary finding from the survey is that overall awareness of the 988 dialing code is relatively low, with only 30.74% of participants indicating awareness. Furthermore, of those aware of the code, only 54% accurately understood its purpose, implying that actual awareness of the service's function is limited to just 16% of respondents.

The survey also examined demographic factors in relation to awareness. Younger respondents and those from lower-income households showed higher awareness of the dialing code. In terms of ethnicity, a higher proportion of respondents identifying as Hispanic, Latino, or Spanish reported awareness of the service (63.6%), but this may be influenced by language bias as they misidentified the purpose of the service at a higher rate as well (71%), thus still indicating an approximate 18% overall awareness level.

Information sources were another focus of the survey, with social media, television, and family or friends being the most common channels through which respondents learned about the dialing code. However, the source of information varied considerably by demographics, particularly by age.

Finally, the survey examined respondents' confidence in knowing when to use the 988 service versus 911. Just over half (51.33%) of those aware of the 988 service reported high confidence in distinguishing the appropriate use of each. When filtered by those who know 988 is the Suicide and Crisis Lifeline, a significant majority (69.14%) were highly confident in distinguishing the appropriate use of each.

The survey findings point to a clear need for increased efforts in public education and awareness, particularly targeted towards demographics showing lower awareness. Recommendations for future surveys include offering a Spanish version, increasing the overall sample size, and targeting less populous race categories. These improvements would ensure a more representative and comprehensive understanding of statewide awareness of the 988 dialing code.

This report provides the basis for further investigation and strategic planning, informing the development of effective awareness campaigns to improve the visibility and understanding of the 988 service across Georgia.