Awareness of Colorado’s statewide mental health support hotline increased by 80% in the past year — thanks to recent improvements and an extensive public outreach campaign.

Established through legislation in 2021 as Colorado’s version of the national Suicide & Crisis Lifeline, 988 connects individuals experiencing emotional distress, mental health challenges or substance use struggles with trained specialists via phone call, text, or online chat free of charge. 

The hotline is funded by the 988 Enterprise Board, which also works with third-party providers to deliver crisis outreach, stabilization services and acute care for individuals seeking help. The board also issues revenue bonds through the state’s 988 Crisis Hotline Cash Fund. 

Additionally, Colorado receives funding for 988 through the federal Substance Abuse and Mental Health Services Administration, or SAMHSA. 

In 2025, the state legislature passed a bill consolidating 988 Colorado and the Colorado Crisis Hotline.

According to 988 Colorado’s director, Gordon Coombes, and marketing lead, Chloe Rekow, the word “crisis” in the old name may have discouraged some people from reaching out, as they didn’t feel the problems they were experiencing were severe enough to be considered a crisis. 

To broaden the service’s reach, 988 Colorado launched a year-long marketing campaign that included a new website, storytelling videos, informational webinars, community engagement and school outreach.

Coombes and Rekow said public awareness of 988 Colorado increased by 80% from July 2024 to July 2025. The campaign generated over 650 million media impressions and included an ongoing partnership with the Colorado Rockies.

Based on data collected in the past year, the highest percentage of calls to 988 Colorado came from 26 to 39-year-old men, with top reasons for contacting the hotline including anxiety, social concerns, depression, and thoughts of self-harm or suicide. 

Last fall, the agency obtained a contract with a new contact center, which helped increase its answer rate to 92%, with an average answer time of 15 seconds. 

Visit 988colorado.com to learn more. Services are available in 150 languages, including American Sign Language.