The Georgia 988 Communications Workgroup ESL Market Research Draft Report

We are excited to share the findings of the Georgia 988 Communications Workgroup ESL Market Research Report, developed by Cobb Collaborative for the Georgia 988 Communications Workgroup ESL/Language Accessibility Subcommittee.

Through a comprehensive study involving four focus groups (22 adults, 74 youth), an online survey, a social media campaign, and a town hall meeting, this report highlights critical insights into raising awareness of the 988 crisis line among English-speaking and Spanish-speaking communities. Additionally, the report underscores the importance of developing specific materials for Cobb County’s International Welcome Center to aid newly-arrived students and their families.

We invite you to explore the full executive summary below for a more detailed look at these findings and recommendations, along with insights into how 988 outreach can adapt to community needs.

Summary

Authored by: Cobb Collaborative for the Georgia 988 Communications Workgroup ESL/Language Accessibility Subcommittee

Methodology: Four focus groups (22 adults, 74 youth), an online survey, a social media campaign, and a town hall meeting. Participants were primarily English-speaking adults, Spanish-speaking adults, and English-speaking youth.

Key Findings:

• Awareness: Limited visibility of 988 in public spaces, particularly among Spanish-speaking communities.

• Video Feedback: Mixed responses, with a preference for brevity and personal stories to enhance relatability.

• Image Feedback: Participants emphasized the need for clearer messaging, with the 988 logo more prominently displayed.

• Messaging & Marketing: Social media (TikTok, Instagram, Facebook) is favored, alongside physical advertising in diverse community spaces. Youth suggest influential figures (influencers) or relatable content for greater engagement.

Top Recommendations:

• Increase 988’s Visibility: Utilize prominent public spaces and social media to improve outreach.

• Diversify Content: Incorporate relatable, personal stories, particularly for younger and diverse audiences.

• Refine Visuals: Update color schemes and ensure inclusive representation in marketing materials.

• Tailor Messaging: Customize outreach for specific demographics, focusing on clarity in 988’s purpose and accessibility.

• Top Things to Watch Out For: Ensuring culturally sensitive and clear messaging that does not inadvertently stigmatize or misrepresent demographics.

Surprising Findings: Youth place greater trust in social media influencers and platforms for messaging than traditional formats like billboards.

Many respondents believe the word “support” and other phrasing was too vague to know what type of support and help is offered, especially compared to 911.

Important Note: Targeted materials for Cobb County’s International Welcome Center are requested to aid newly-arrived students and their families.