ANNAPOLIS, Md. — First Lady Dawn Flythe Moore, in partnership with the Maryland Department of Health, launched a statewide radio and streaming campaign November 26, 2025, to promote the 988 Suicide & Crisis Lifeline during the holiday season.
The public service announcements will air on stations and digital audio platforms across Maryland through January 10, 2026, a period when crisis centers traditionally see higher call volumes.
“The holidays can be a challenging and stressful time for some Marylanders and this partnership reinforces our administration’s commitment to supporting all of our communities in their time of need,” First Lady Moore said. “The 988 Suicide & Crisis Lifeline is critical in our efforts to providing resources for those struggling. To all Marylanders, reach out to your fellow neighbors this holiday season, build community around those who are feeling alone or isolated, and let’s continue to do our part to leave no one behind.”
Marylanders can call, text, or chat 988 to connect with trained counselors 24 hours a day, seven days a week. From January through October 2025, the lifeline handled more than 126,000 contacts from the state.
Counselors provide confidential listening, emotional support, and referrals to ongoing care. Mobile crisis teams can dispatch for in-person response when needed. Services are available in English and Spanish, with interpretation in more than 240 additional languages through Language Line Solutions and American Sign Language options.
“Mental health is just as critical as physical health, and we recognize that the holidays can be a challenging time for many,” said Maryland Department of Health Secretary Dr. Meena Seshamani. “Our partnership with the First Lady on this 988 awareness campaign is part of our year-round commitment to ensure every Marylander has access to the support they need. 988 is a trusted and vital resource for connecting our residents to care and reminding them that they are not alone.”
The Moore-Miller administration has directed more than $1.4 billion toward behavioral health services since taking office. The Maryland Department of Health continues year-round promotion of 988 and works with local health departments and community organizations on targeted outreach, including youth mental health, grief and loss, suicide prevention, and veteran-specific resources.
The department also collaborates on the Children’s Mental Health Matters Campaign and maintains the Children’s Behavioral Health Roadmap as a public resource.
In Southern Maryland, the tri-county area served by the Calvert, Charles, and St. Mary’s health departments participates in statewide 988 promotion. Local crisis centers route through the national network but maintain regional mobile response teams based in Prince Frederick, La Plata, and Leonardtown.
The 988 lifeline launched nationally in July 2022, replacing the previous 10-digit number. Maryland funds its share through a combination of state dollars and a small fee on telephone bills approved by the General Assembly.
Residents seeking immediate help or additional information can visit 988.maryland.gov, which includes chat and text options, veteran-specific lines, and resources in multiple languages.
The holiday campaign follows similar efforts in previous years and aligns with national recommendations to increase awareness during November, December, and January when seasonal depression and family stressors can peak.
