TDMHSAS Launches State-Specific 988 Lifeline Brand

NASHVILLE, Tenn.-The Tennessee Department of Mental Health and Substance Abuse Services (TDMHSAS) is celebrating the fourth anniversary of the 988 Lifeline with a new, state-specific brand for Tennessee. The look will be used in promotional materials, billboards, merch, and more to get the word out about the lifesaving services offered by 988 calltakers in a mental health emergency.

Since launching in July 2022, the 988 Lifeline has received nearly 300,000 calls, texts, and chats from Tennesseans experiencing mental health emergencies. Each year of the Lifeline has seen impressive increases in call volume and exponential increases in numbers of chat and text. In the most recent full state fiscal year (July 1, 2025 - June 30, 2026) there were more than 93,000 calls to the 988 Lifeline from Tennessee which represents a 54% increase over the previous year. There was also continued growth in chat and text where there were nearly 52,000 crisis contacts or a 42% year over year increase.

"Since it launched four years ago, the 988 Lifeline has proven to be a truly life-saving intervention for hundreds of thousands of Tennesseans," said TDMHSAS Commissioner Marie Williams, LCSW. "Our community-based partners are among the best in the nation when it comes to answering the call, and this new brand gives us all a unique and memorable impression to solidify our efforts to raise awareness."

The Tennessee-specific 988 brand is designed to feel relatable, authentic, and timeless. It was designed by department staff at no extra cost to taxpayers, ensuring that all available funding for 988 promotion goes into increased awareness.

Click this link for logos and other materials from the new TN 988 Lifeline brand.

"The beauty of the 988 Lifeline is the simplicity. It's simple to remember the three digit number, and it's simple to connect in the way that's most convenient for you: call, chat, or text," said TDMHSAS Director of Crisis Services and Suicide Prevention Jennifer Armstrong, LPC-MHSP. "Especially on the chat and text side, we're seeing huge response from people who feel more comfortable reaching out to get help when they need it and how they want it."

Crisis contacts to the 988 Lifeline are geo-routed to the closest community-based mental health agencies whose trained calltakers are equipped to make referrals to clinically appropriate levels of care. Most contacts to the 988 Lifeline are either de-escalated during the encounter, referred to non-emergency community mental health services, or referred to other community resources.

Previous efforts to raise awareness for the 988 Lifeline in Tennessee have featured Emmy-Award nominated video ads on broadcast television, digital video streaming, websites, and social media featuring real-life call takers and parents, youth, and young adults. TDMHSAS also distributed 1,000 permanent signs to partners for posting in locations across the state.

Learn more about the 988 Lifeline in Tennessee at this link: TN.gov/988