(b) TARGET AUDIENCES.— 
(1) TAILORING ADVERTISEMENTS AND OTHER 
COMMUNICATIONS.—In 
conducting 
the 
national 
media campaign under subsection (a)(1), the Sec-
retary may tailor culturally competent advertise-
ments and other communications of the campaign 
across all available media for a target audience 
(such as a particular geographic location or demo-
graphic) across the lifespan. 
(2) TARGETING CERTAIN LOCAL AREAS.—The 
Secretary shall, to the maximum extent practicable, 
use amounts made available under subsection (f) for 
media that targets certain local areas or populations 
at disproportionate risk for suicide. 
(c) USE OF FUNDS.— 
(1) REQUIRED USES.— 
(A) IN GENERAL.—The Secretary shall, if 
reasonably feasible with the funds made avail-
able under subsection (f), carry out the fol-
lowing, with respect to the national media cam-
paign: 
(i) Testing and evaluation of adver-
tising. 
(ii) Evaluation of the effectiveness of 
the national media campaign. 
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(iii) Operational and management ex-
penses. 
(iv) The creation of an educational 
toolkit for television and social media plat-
forms to use in discussing suicide and rais-
ing awareness about how to prevent sui-
cide. 
(B) SPECIFIC REQUIREMENTS.— 
(i) TESTING AND EVALUATION OF AD-
VERTISING.—In testing and evaluating ad-
vertising under subparagraph (A)(i), the 
Secretary shall test all advertisements 
after use in the national media campaign 
to evaluate the extent to which such adver-
tisements have been effective in carrying 
out the purposes of the national media 
campaign. 
(ii) EVALUATION OF EFFECTIVENESS 
OF NATIONAL MEDIA CAMPAIGN.—In eval-
uating the effectiveness of the national 
media 
campaign 
under 
subparagraph 
(A)(ii), the Secretary shall take into ac-
count— 
(I) the number of unique calls 
that are made to the suicide preven-
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tion hotline maintained under section 
520E–3 of the Public Health Service 
Act (42 U.S.C. 290bb–36c) and as-
sess whether there are any State and 
regional variations with respect to the 
capacity to answer such calls; 
(II) the number of unique en-
counters with suicide prevention and 
support resources of the Centers for 
Disease Control and Prevention and 
the Substance Abuse and Mental 
Health Services Administration and 
assess engagement with such suicide 
prevention and support resources; 
(III) whether the national media 
campaign has contributed to increased 
awareness that suicidal individuals 
should be engaged, rather than ig-
nored; and 
(IV) such other measures of eval-
uation as the Secretary determines 
are appropriate. 
(2) OPTIONAL USES.—The Secretary may use 
amounts made available under subsection (f) for the 
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following, with respect to the national media cam-
paign: 
(A) Partnerships with professional and 
civic groups, community-based organizations, 
including faith-based organizations, and Gov-
ernment or Tribal organizations that the Sec-
retary determines have experience in suicide 
prevention, including the Substance Abuse and 
Mental Health Services Administration and the 
Centers for Disease Control and Prevention. 
(B) 
Entertainment 
industry 
outreach, 
interactive outreach, media projects and activi-
ties, public information, news media outreach, 
outreach through television programs, and cor-
porate sponsorship and participation. 
(d) PROHIBITIONS.—None of the amounts made 
available under subsection (f) may be obligated or ex-
pended for any of the following: 
(1) To supplant current suicide prevention cam-
paigns. 
(2) For partisan political purposes, or to ex-
press advocacy in support of or to defeat any clearly 
identified candidate, clearly identified ballot initia-
tive, or clearly identified legislative or regulatory 
proposal. 
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(e) REPORT
TO CONGRESS.—Not later than 18 
months after implementation of the national media cam-
paign has begun, the Secretary, in coordination with the 
Assistant Secretary and the Director, shall, with respect 
to the first year of the national media campaign, submit 
to Congress a report that describes— 
(1) the strategy of the national media campaign 
and whether specific objectives of such campaign 
were accomplished, including whether such campaign 
impacted the number of calls made to lifeline crisis 
centers and the capacity of such centers to manage 
such calls; 
(2) steps taken to ensure that the national 
media campaign operates in an effective and effi-
cient manner consistent with the overall strategy 
and focus of the national media campaign; 
(3) plans to purchase advertising time and 
space; 
(4) policies and practices implemented to ensure 
that Federal funds are used responsibly to purchase 
advertising time and space and eliminate the poten-
tial for waste, fraud, and abuse; and 
(5) all contracts entered into with a corpora-
tion, a partnership, or an individual working on be-
half of the national media campaign. 
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(f) AUTHORIZATION OF APPROPRIATIONS.—For pur-
poses of carrying out this section, there is authorized to 
be appropriated $10,000,000 for each of fiscal years 2021 
through 2025. 
Æ 
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