Governor Hochul signs new legislation and launches new awareness campaign to help prevent suicide, while promoting mental health awareness

ALBANY, NY- Governor Kathy Hochul has signed legislation, while also announcing a new statewide, multimedia campaign to help prevent suicide and promote mental health.

Known as the ‘Student Lifeline Act,’ the measure requires colleges across New York State to print information about the State’s 988 Suicide and Crisis Lifeline on all student ID cards.

In conjunction with Suicide Prevention Month in September, the Governor and the State’s Office of Mental Health launched a $5 million campaign to raise awareness of 988, which is free, confidential, impartial, and can be accessed any time of the day or night by phone, text, or chat.

“The 988 Suicide and Crisis Lifeline means that help is always available, whether it’s for someone experiencing a mental health or substance use crisis or who knows someone needing this assistance,” Governor Hochul said.

“As we recognize Suicide Prevention Month, we must ensure all New Yorkers are aware of this critical resource and are willing to use it whenever they or someone they know needs help.”

Suicide claimed the lives of more than 1,700 individuals in New York in 2022. It is the second leading cause of death among individuals between the age of 25 and 34, and the third leading cause of death for youth and young adults between the age of 10 and 24.

Led by the State’s Office of Mental Health, New York’s statewide $5 million public awareness campaign will feature the slogan, ‘We Hear You,’ and is aimed at encouraging more New Yorkers to use the State’s 988 Suicide and Crisis Lifeline whenever they or someone they know is experiencing a mental health or substance use crisis.

Ads will be featured on multiple platforms, including social media; billboards, signage on college campuses and at events; during sporting events; on traditional television and radio; and on other digital platforms, such as streaming music and video services.

The campaign will include several ads that focus on distinct populations that could benefit from 988 but had lower recognition of this service in focus groups. This includes first-responders and health care professionals; school-aged youth and college students; and Black, Latina and LGBTQ+ individuals.

Image via the office of New York Governor Kathy Hochul.