988 Suicide & Crisis Lifeline awareness reaches new high, but information gaps persist

New NAMI/Ipsos poll reveals calls for expanded support of the 988 Lifeline and mental health crisis response in the U.S., but more information on specifics of 988 funding is needed

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The author(s)
  • Mallory Newall Vice President, US, Public Affairs
  • Dina Rezk Research Manager, US, Public Affairs
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Washington, DC, July 16, 2025–A new NAMI/Ipsos poll that marks the third anniversary of the launch of the 988 Suicide & Crisis Lifeline shows increased awareness, but more information around the specifics of 988 funding and utilization remain. The data shows that 74% of Americans are now aware of 988, a significant increase from 44% in September 2022, a few months after the launch. However, the poll also underscores persistent concerns about the state of mental health care in the United States, with most Americans expressing dissatisfaction with the current status of mental health treatment. These findings highlight opportunities for policymakers to further improve crisis response systems and access to care, while also addressing ongoing challenges in public understanding and perception of mental health services. 

NAMI Awareness vs Familiarity throughout the years

 

Detailed Findings:

1. Awareness of the 988 Suicide & Crisis Lifeline has increased, but knowledge gaps remain among the public. 

  • While 3 in 4 (74%) of Americans have heard of 988, many (46%) are still unsure when a situation is serious enough to contact the Lifeline.
  • Only 27% of Americans were able to correctly identify 988’s nationwide availability, and even fewer (9%) are aware that it continues to receive federal funding.
  • Among those who have contacted 988 for themselves or a loved one while they were having a mental health, substance use, or suicide crisis (6%), most (71%) report receiving some or all of the help they needed. 

2. Public dissatisfaction with mental health care in America is high, yet there is strong support for prioritizing and funding mental health services, including crisis care. 

  • Most (73%) of Americans are not content with the current state of mental health treatment in the country, consistent with findings….
  • Americans strongly support prioritizing mental health funding at both federal and state levels. Most (62%) believe mental health care should be a high congressional funding priority, with many also prioritizing suicide prevention programs (54%) and the 988 Suicide & Crisis Lifeline (53%). This support extends to crisis services, with a vast majority (86%) believing 988 funding should be a congressional priority, and 82% endorsing state-level funding for 988 and associated crisis response services.
  • After hearing more information about a monthly fee structure like 911, three-quarters (72%) of respondents expressed willingness to pay a small monthly phone bill fee to fund 988. 

3. Medicaid is viewed as an important source of mental health care access, particularly for vulnerable populations, with considerable opposition to potential funding cuts.

  • More than half (59%) of Americans believe Medicaid helps save lives by facilitating mental health care access, especially for vulnerable populations.
  • Two-thirds agree that Medicaid funding cuts could lead to worse health outcomes for low-income individuals and families.
  • A large majority (82%) support protecting federal Medicaid funding for mental health care access, a sentiment that appears consistent across various demographic and political groups.

About the Study

This NAMI/Ipsos poll was conducted June 20 – 22, 2025 by Ipsos using the probability-based KnowledgePanel®. This poll is based on a nationally representative probability sample of 2,022 general population adults age 18 or older. 

The topline is trended with seven surveys, all for NAMI by Ipsos, details in the table below:

Survey
Dates Conducted
Sample Size (N)
Population
Link
1
October 22-25, 2021
2,049
Nationally representative probability sample of adults aged 18 or older
October 2021
2
May 20-23, 2022
2,045
May 2022
3
September 23-26, 2022
3,071
September 2022
4
June 2-11, 2023
2,073
June 2023
5
October 27-29, 2023
2,048
October 2023
6
June 7-9, 2024
2,048
June 2024
7
March 21-23, 2025
2,049
March 2025

The margin of sampling error for this study is plus or minus 2.3 percentage points at the 95% confidence level, for results based on the entire sample of adults. The margin of sampling error takes into account the design effect, which was 1.08. The margin of sampling error is higher and varies for results based on other sub-samples. In our reporting of the findings, percentage points are rounded off to the nearest whole number. As a result, percentages in a given table column may total slightly higher or lower than 100%. In questions that permit multiple responses, columns may total substantially more than 100%, depending on the number of different responses offered by each respondent. 

The survey was conducted using KnowledgePanel, the largest and most well-established online probability-based panel that is representative of the adult US population. Our recruitment process employs a scientifically developed addressed-based sampling methodology using the latest Delivery Sequence File of the USPS – a database with full coverage of all delivery points in the US. Households invited to join the panel are randomly selected from all available households in the U.S. Persons in the sampled households are invited to join and participate in the panel. Those selected who do not already have internet access are provided a tablet and internet connection at no cost to the panel member. Those who join the panel and who are selected to participate in a survey are sent a unique password-protected log-in used to complete surveys online. As a result of our recruitment and sampling methodologies, samples from KnowledgePanel cover all households regardless of their phone or internet status and findings can be reported with a margin of sampling error and projected to the general population.

The data for the total sample were weighted to adjust for gender by age, race/ethnicity, education, Census region, metropolitan status, and household income. Party ID benchmarks are from the 2024 National Public Opinion Reference Survey (NPORS). The demographic benchmarks came from the 2024 March Supplement of the Current Population Survey (CPS).

  • Gender (Male, Female) by Age (18–29, 30–44, 45-59 and 60+)

  • Race/Hispanic Ethnicity (White Non-Hispanic, Black Non-Hispanic, Other, Non-Hispanic, Hispanic, 2+ Races, Non-Hispanic)

  • Education (Less than High School, High School, Some College, Bachelor or higher)

  • Census Region (Northeast, Midwest, South, West)

  • Metropolitan status (Metro, non-Metro)

  • Household Income (Under $25,000, $25,000-$49,999, $50,000-$74,999, $75,000-$99,999, $100,000-$149,999, $150,000+)

  • Party ID (Republican, Leans Republican, Independent/Other, Democrat, Leans Democrat)

For more information on this news release, please contact:

Mallory Newall
Vice President, U.S. 
Public Affairs 
+1 202 374-2613

About Ipsos

Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing over 18,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques.

Our tagline "Game Changers" sums up our ambition to help our 5,000 customers move confidently through a rapidly changing world.

Founded in France in 1975, Ipsos has been listed on the Euronext Paris since July 1, 1999. The company is part of the SBF 120 and Mid-60 indices and is eligible for the Deferred Settlement Service (SRD).ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP

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The author(s)
  • Mallory Newall Vice President, US, Public Affairs
  • Dina Rezk Research Manager, US, Public Affairs

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