Entry Category
Single Entry – Radio Advertising in a social marketing program
Name of Intervention/ Program
No Trouble: Reaching Older Adults with 988
Background and Situation Analysis
In Washington state, older adults are disproportionately more likely to die by suicide, with suicide rates for those 65+ typically higher than any other age group. While the 988 Suicide & Crisis Lifeline provides free, confidential support 24 hours a day, seven days a week, previous statewide research found that many older adults either lacked awareness of the service or questioned whether it was intended for people experiencing the kinds of emotional challenges they faced. Building on statewide 988 behavior change efforts launched in 2023, in 2025 we developed a social marketing campaign specifically focused on older adults. The campaign sought to influence help-seeking behavior among older adults while addressing the unique emotional and social circumstances associated with aging. The planning process centered on understanding the audience before developing a strategy for reaching them and changing behaviors. Two phases of formative research were conducted. The first consisted of online qualitative discussions with older adults from across Washington to explore awareness, perceptions, barriers, and motivations related to 988. Recognizing that online research alone would exclude many members of the intended audience, a second phase involved in-person interviews conducted with older adults through Sound Generations, a trusted nonprofit serving seniors in King County. Key learnings and applications from the research included: 1. Interviewees felt the main benefits of 988 were confidentiality and 24/7/365 availability. The campaign message strategy highlighted that with 988 you can connect with a compassionate listener who can offer support and resources when you need it most, day or night. On-screen text and campaign webpage included “confidential” as a key message. 2. The main hesitations for contacting 988 included uncertainty about whether their mental health issues were serious enough to call, level of counselor training, and overall discomfort discussing mental health. The campaign established that 988 is here if you need a little support or just want to talk to someone. The fact that 988 counselors are highly trained was included as a key message. 3. They responded well to messaging that focused on the unique challenges of aging. Campaign focused on senior life and how, in between the celebrations and gatherings, there can be a lot of quiet and loneliness. 4. They expressed that they may be comfortable contacting 988 for themselves but would be very hesitant to call for a loved one. Campaign prioritized contacting 988 for yourself rather than others to meet the audience where they are. 5. Their preferred method to contact 988 was by calling (not texting). “Call-Text-Chat” was included as sign-off on all materials, emphasizing calling as the primary CTA.
Priority Audiences(s)
The primary audience consisted of Washington adults ages 65 and older experiencing loneliness, emotional distress, isolation, mental health concerns, substance use challenges, or other life circumstances that may increase suicide risk. Research showed this audience often hesitated to seek help because they did not want to burden others or believed their concerns were not serious enough to warrant support. The campaign placed additional emphasis on older men, who experience disproportionately high suicide rates in Washington. By focusing on these shared behavioral barriers rather than demographics alone, the campaign addressed the factors most likely to influence help-seeking behavior.
Behavioral Objectives
The campaign’s purpose was to encourage older adults experiencing emotional distress to contact the 988 Suicide & Crisis Lifeline rather than attempting to cope alone. Research showed that increasing awareness alone would be insufficient for this audience. The campaign therefore established behavioral objectives that addressed the barriers preventing help-seeking while also increasing confidence in using 988. Purpose: Connect older adults experiencing emotional distress with timely support before situations escalate. Goal: Increase help-seeking behavior among older adults by making 988 feel relevant, accessible, and appropriate for a broad range of emotional challenges. Behavioral Objectives: Increase awareness of the 988 Suicide & Crisis Lifeline among older adults. Increase understanding that 988 is appropriate for emotional distress, loneliness, substance use concerns, and mental health challenges—not only suicidal crises. Increase confidence that callers will reach trained, compassionate counselors. Reduce reluctance to seek help by addressing concerns about burdening loved ones. Increase utilization of 988 during the campaign period. By reducing perceived barriers through emphasizing confidentiality, accessibility, and compassionate support, the campaign sought to make contacting 988 an easier, proactive and appropriate option for the audience.
Description of Strategy/Intervention
The campaign was built around social marketing principles, using audience research to understand the barriers and motivators to contacting 988. Audience Insights Research consistently showed that older adults were not opposed to seeking help—they simply questioned whether 988 was meant for them. Many believed they should handle emotional struggles independently or worried they would inconvenience family, friends, or crisis counselors. Barriers Research identified several barriers to help-seeking: Uncertainty whether their emotional struggles were “serious enough” to contact 988 Reluctance to burden loved ones Discomfort discussing mental health Limited confidence in counselor qualifications Low awareness of what happens when someone contacts 988 Benefits and Motivators The campaign emphasized benefits and motivators that directly addressed these concerns: Confidential conversations Immediate access to trained, compassionate counselors Free support available 24 hours a day Someone willing to listen without judgment Support without placing additional demands on family or friends By emphasizing these benefits, the campaign reduced the emotional “cost” of reaching out while increasing confidence that contacting 988 would provide meaningful support. Strategic Framework Problem Older adults often experience emotional distress alone because they are reluctant to burden others and uncertain whether their struggles justify asking for help. Advantage 988 provides confidential, free access to trained counselors, any time of day or night. Strategy Normalize contacting 988 before emotional struggles become overwhelming by positioning the service as an accessible source of compassionate support. Insight Older adults don’t always need someone to solve their problems—they often simply need someone willing to listen. Creative Strategy Rather than relying on fear-based messaging or focusing on suicide, the campaign reflected the everyday realities of aging. Creative materials acknowledged that while later life includes meaningful celebrations and family connections, it can also include quiet moments of loneliness, grief, or emotional pain. The campaign demonstrated that seeking support during these moments is both appropriate and encouraged. Messaging reinforced that callers do not need to be in crisis to reach out, and that 988 is available whenever they need someone to talk to. Social Diffusion Trusted organizations played an essential role in reinforcing campaign messages. Partnerships with Sound Generations, AARP Washington, and the Washington Association of Area Agencies on Aging extended campaign reach through organizations already serving older adults and helped normalize conversations about seeking support. Convenience The campaign reinforced how easy it is to connect with 988 by highlighting multiple access options while recognizing that older adults overwhelmingly preferred calling. Campaign materials consistently used the “Call • Text • Chat” sign-off while emphasizing calling as the primary call to action.
Implementation
The implementation strategy focused on reaching older adults where they already lived, gathered, and consumed information while reinforcing campaign messages through trusted community organizations. Pillar 1: Community Partnerships Community partners served as trusted messengers who could reinforce campaign messages within existing relationships. Sound Generations distributed multilingual campaign materials during community events. AARP Washington shared campaign assets across its social media channels, while the Washington Association of Area Agencies on Aging disseminated campaign resources through 13 local agencies statewide. Pillar 2: Media Television served as the campaign’s primary awareness channel because it remains one of the most trusted and widely used media sources among older adults. Broadcast and cable placements featured the campaign’s flagship “No Trouble” video, introducing 988 through relatable, research-informed storytelling. Pillar 3: Digital Engagement The campaign extended its reach through Facebook and Instagram, where many older adults actively engage with family, community organizations, and news. Video, static ads, digital television, digital audio, and podcast placements reinforced campaign messaging and directed audiences to the Washington 988 website for additional information. Pillar 4: Supportive Resources The campaign website expanded upon key messages by explaining what happens when someone contacts 988, highlighting confidentiality, counselor training, and available support. Printed materials, including flyers and wallet cards in English, Spanish, Chinese, and Vietnamese, provided tangible reminders within community settings. Pillar 5: Evidence-Based Collaboration The project required collaboration across numerous program managers, behavioral health experts, and community partners. Throughout development, research findings served as the primary decision-making tool. When stakeholder feedback conflicted with audience insights, the team returned to the formative research to ensure that campaign decisions remained grounded in the lived experiences and preferences of older adults rather than assumptions.
Evaluation Methods and Results
Evaluation focused on determining whether the campaign successfully reduced barriers and increased awareness, confidence, and use of the 988 Suicide & Crisis Lifeline among older adults. A post-campaign survey measured changes in awareness, familiarity, and campaign recall among Washington adults ages 65 and older. Campaign performance metrics and statewide 988 contact trends provided additional indicators of behavior change. Objective: Increase Awareness Aided awareness of 988 increased from 50% before the campaign to 71% afterward—a 21 percentage-point increase. Objective: Increase Familiarity The percentage of older adults who reported being “very familiar” with 988 increased from 2% to 17%, indicating substantial gains in understanding of the service. Objective: Increase Help-Seeking Average monthly 988 contacts increased 12% compared with the two months preceding the campaign and 30% compared with the same period in the previous year. While age-specific contact data were unavailable, these increases coincided with campaign implementation and suggest greater overall utilization of the 988 Lifeline. Campaign Reach The campaign generated: 11 million completed video views 759,000 social media engagements 4 million digital audio listens 99,000 unique website visitors By addressing the emotional barriers that prevented older adults from seeking help—not simply promoting awareness of a phone number—the campaign demonstrated how audience-centered social marketing can encourage earlier help-seeking among a population at greater risk for suicide. Formative research informed every stage of the campaign, ensuring that messaging, creative execution, partnerships, and media strategy all worked together to make contacting 988 feel relevant, acceptable, and worthwhile for older adults across Washington.
Entry Number: 21