beginning not later than one year after the date of the 
enactment of the Campaign to Prevent Suicide Act, shall 
be a 3-digit nationwide toll-free telephone number,’’. 
SEC. 3. NATIONAL SUICIDE PREVENTION MEDIA CAM-
PAIGN. 
(a) NATIONAL SUICIDE PREVENTION MEDIA CAM-
PAIGN.— 
(1) IN GENERAL.—Not later than the date that 
is three years after the date of the enactment of this 
Act, the Director of the Centers for Disease Control 
and Prevention (referred to in this section as the 
‘‘Director’’), in coordination with the Assistant Sec-
retary for Mental Health and Substance Use (re-
ferred to in this section as the ‘‘Assistant Sec-
retary’’), shall conduct a national suicide prevention 
media campaign (referred to in this section as the 
‘‘national media campaign’’), in accordance with the 
requirements of this section, for purposes of— 
(A) preventing suicide in the United 
States; 
(B) educating families, friends, and com-
munities on how to address suicide and suicidal 
thoughts, including when to encourage individ-
uals with suicidal risk to seek help; and 
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(C) increasing awareness of suicide preven-
tion resources of the Centers for Disease Con-
trol and Prevention and the Substance Abuse 
and Mental Health Services Administration (in-
cluding the suicide prevention hotline main-
tained under section 520E–3 of the Public 
Health Service Act (42 U.S.C. 290bb–36c)), 
any suicide prevention mobile application of the 
Centers for Disease Control and Prevention or 
the Substance Abuse Mental Health Services 
Administration, and other support resources de-
termined appropriate by the Director, in coordi-
nation with the Assistant Secretary. 
(2) ADDITIONAL COORDINATION.—In addition 
to coordinating with the Assistant Secretary under 
this section, the Director shall coordinate with State, 
local, Tribal, and territorial health departments, pri-
mary health care providers, hospitals with emer-
gency departments, mental and behavioral health 
services providers, crisis response services providers, 
first responders, suicide prevention and mental 
health professionals, patient advocacy groups, sur-
vivors of suicide attempts, and representatives of tel-
evision and social media platforms in planning the 
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national media campaign to be conducted under 
paragraph (1). 
(b) TARGET AUDIENCES.— 
(1) TAILORING ADVERTISEMENTS AND OTHER 
COMMUNICATIONS.—In 
conducting 
the 
national 
media campaign under subsection (a)(1), the Direc-
tor, in coordination with the Assistant Secretary, 
may tailor culturally competent advertisements and 
other communications of the campaign across all 
available media for a target audience (such as a par-
ticular geographic location or demographic) across 
the lifespan. 
(2) TARGETING CERTAIN LOCAL AREAS.—The 
Director, in coordination with the Assistant Sec-
retary, shall, to the maximum extent practicable, use 
amounts made available under subsection (f) for 
media that targets individuals in local areas with 
higher suicide rates. 
(c) USE OF FUNDS.— 
(1) REQUIRED USES.— 
(A) IN GENERAL.—The Director, in coordi-
nation with the Assistant Secretary, shall use 
amounts made available under subsection (f) 
for the following, with respect to the national 
media campaign: 
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(i) The purchase of advertising time 
and space, including the strategic planning 
for, and accounting of, any such purchase. 
(ii) Creative services and talent costs. 
(iii) Advertising production costs. 
(iv) Testing and evaluation of adver-
tising. 
(v) Evaluation of the effectiveness of 
the national media campaign. 
(vi) Operational and management ex-
penses. 
(vii) 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)(iv), the 
Director, in coordination with the Assist-
ant 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 
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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)(v), the Director, in coordination with 
the Assistant Secretary, shall take into ac-
count— 
(I) the number of unique calls 
that are made to the suicide preven-
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; 
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(III) whether the national media 
campaign has contributed to increased 
awareness that suicidal individuals 
should be engaged, rather than ig-
nored; 
(IV) whether the national media 
campaign has contributed to any re-
duction in suicide rates, reduction in 
suicide attempts, reduction in suicidal 
ideation, and increase in self-outreach 
for support or outreach for supporting 
others; and 
(V) such other measures of eval-
uation as the Director, in coordination 
with the Assistant Secretary, deter-
mines are appropriate. 
(2) OPTIONAL USES.—The Director, in coordi-
nation with the Assistant Secretary, may use 
amounts made available under subsection (f) for the 
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 Direc-
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