Wisconsinites are using 988 Suicide Hotline at record volumes. It's saving lives.

With more than 91,000 contacts to 988 Suicide & Crisis Lifeline, Wisconsin has seen the second-highest increase in call volume in the United States since the National Suicide Prevention Lifeline refashioned its 10-digit number last July.

The success of the three-digit number marks a shift in how Wisconsinites are choosing to communicate their struggles with mental health, substance use and everyday stressors, at a time when public health departments across the country are ringing the bells on a burgeoning crisis. Gov. Tony Evers further bolstered awareness when he declared 2023 the "Year of Mental Health."

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National data released showed a 74% increase in call volume in Wisconsin when comparing numbers three months prior to 988's launch and three months after, Caroline Crehan Neumann, crisis services coordinator for Wisconsin Department of Health Services, said in a media call Friday afternoon. In the year before 988 launched, between 35,000 and 40,000 Wisconsinites contacted the National Suicide Prevention Lifeline. As of 988's one-year anniversary, Family Services has received 71,000 calls, 9,000 chats and 10,000 texts.

That jump in callers, texters and chat users resulted from the department's robust public awareness campaign, which included commercial spots during the Super Bowl in the Green Bay-Appleton, Eau Claire-La Crosse, Madison, Milwaukee, and Wausau-Rhinelander television markets and advertisements in the form of billboards, broadcast radio, streaming audio services, streaming video services, social media and websites.

“The 988 Wisconsin Lifeline is a critically important resource for Wisconsinites to be able to talk to someone when they need to,” Gov. Tony Evers wrote in a press release. “We are proud of the work the 988 Wisconsin Lifeline team has done over the last year to provide hope, help, and support for tens of thousands of Wisconsinites experiencing mental and behavioral health challenges."

Who is calling 988 Wisconsin Lifeline and why?

On average, 5,900 Wisconsinites are calling 988 Wisconsin Lifeline each month. Shelly Missall, Wisconsin Lifeline program manager at Family Services of Northeast Wisconsin, said the largest population groups using the Lifeline are adults in their middle and later years, with a good deal of gender balance.

Wisconsin callers have predominantly been white, but Missall said they're seeing more people from underserved populations reaching out since the rollout of 988 last year.

People with the highest level of formal education tend to be in the know about 988 Suicide & Crisis Lifeline, according to Missall, which speaks to the hard work needed ahead to overcome barriers, she said.

Although the Wisconsin Lifeline serves as a crisis line, only about 25% to 30% of callers specifically reach out with suicidal or homicidal thoughts. The vast majority of callers want to talk about relationship issues, financial strain, difficulties managing their mental health conditions, job issues and everyday hardships.

"We view ourselves as that upstream in prevention as well," Missall said. "We are talking to people about whatever their individual crisis might be. It doesn't necessarily have to be suicide in this moment."

I'm more comfortable speaking in my native language. Can I still call?

Yes. If a caller speaks Spanish, there's an automated option when they dial 988 to be directed to a Spanish-speaking counselor, although the counselor may not reside at a Wisconsin call center.

988 also uses Language Line Solutions to provide caller translation services in more than 240 additional languages, according to Substance Abuse and Mental Health Services Administration.

How successful has 988 been?

Missall said Family Services is developing a survey for users to take after contacting 988 that could be answered via email or text. Surveys may offer further insights into the effectiveness of the crisis lifeline.

DHS reported that 98% of the contacts resolved their crises through conversations with counselors.

Depending on the severity of a person's condition, they may receive a follow-up phone call 24 hours later. Missall said that counselors made 5,000 follow-up calls over the last year in Wisconsin.

How often do 988 calls lead to police intervention?

988 is not the equivalent of dialing 911, although a majority of people surveyed this summer by the National Alliance on Mental Illness (NAMI) still aren't clear what happens when you dial 988.

For the nearly 6,000 calls per month, only about 45 calls, or 0.5% to 1%, end in an alternative intervention, including law enforcement and emergency medical service, Missall said. Family Services' clinical manager works with staff to "develop a culture of restrictive intervention."

That's an important distinction for the 85% of people surveyed by NAMI who said they don't trust police to properly respond to a mental health crisis, and strongly prefer a mental health response. That number was even higher for Black people (90%) and LGBTQ+ people (91%), as well as for people with previous experience with a mental health provider (91%).

When did 988 launch?

The transition to 988 launched July 16, 2022, nationwide, but the three-digit number has Wisconsin origins. Wisconsin's own Democratic U.S. Sen. Tammy Baldwin introduced the National Suicide Hotline Designation Act alongside Democratic U.S. Sen. Jack Reed and U.S. Republican Sens. Cory Gardner and Jerry Moran, bipartisan legislation that became law in 2020.

"No one should have to face a mental health crisis alone, but too often Wisconsinites are not sure where to turn when they need help," Baldwin told USA TODAY NETWORK-Wisconsin via email. "We need to do everything we can to prevent suicide and help those in need, and I am so proud that my 988 Suicide and Crisis Lifeline is doing just that and saving lives."

What's next?

Since the 10-digit number was recast by 988, Baldwin has helped secure $3.14 million in funding to support 988 Wisconsin Lifeline for the 2023-25 biennial budget, with an eye toward sustaining its progress for 2024's fiscal year.

In an email to USA TODAY NETWORK-Wisconsin, Crehan Neumann said workforce will be a major focus in the coming year to keep up with the increasing demand of phone, text and chat messages coming through the call centers.

Family Services of Northeast Wisconsin kicked off its search for remote counselors this May, part of a strategic rollout that allows counselors to work across the state, not just at the Green Bay call center.

Localizing conversations is an integral part of 988 Wisconsin Lifeline's mission. Crehan Neumann wants to ensure that contact stays within the state and doesn't roll over to a national backup call center.

"We feel connecting with someone who is local and has your personal community resources at the ready is the highest quality of care," Crehan Neumann said.

Qualified candidates can apply for 988 Wisconsin Lifeline jobs, including remote positions such as the 988 Program manager, supervisors and Lifeline counselors by searching the list on offer here: https://familyservicesnew.applicantpro.com/jobs.

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Natalie Eilbert covers mental health issues for USA TODAY NETWORK-Central Wisconsin. She welcomes story tips and feedback. You can reach her at neilbert@gannett.com or view her Twitter profile at @natalie_eilbert. If you or someone you know is dealing with suicidal thoughts, call the National Suicide Prevention Lifeline at 988 or text "Hopeline" to the National Crisis Text Line at 741-741.

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This article originally appeared on Green Bay Press-Gazette: Wisconsin had the 2nd highest jump in calls to 988 Suicide Hotline in the U.S.