To increase awareness of the 988 Suicide & Crisis Lifeline among those facing mental health challenges, seven open-air center owners are installing 8,400 signs at 1,450 shopping centers across 40 U.S. states.

The U.S. Substance Abuse and Mental Health Services Administration funds the hotline, which launched in July 2022 and connects to a national network of 215 local crisis centers that provide 24/7 emotional support via phone, text and chat.

Brixmor, Kimco Realty, Kite, Peterson Cos., Regency Centers, Sterling Organization and Urban Edge Properties are collaborating on Signs of Hope, which program administrator Vibrant Emotional Health expects will reach 251 million people who make 4.2 billion annual visits to these marketplaces. An estimated 42% of the U.S. population lives within five miles of the seven companies’ combined property portfolio, according to Vibrant.

In 2021, one in five of Americans experienced mental illness, according to the National Alliance on Mental Illness. Anxiety and depression impact nearly half of young adults and a third of adults, per the KFF/CNN Mental Health in America Survey. Meanwhile, as of May, only 13% of U.S. adults were aware of the hotline and knew its purpose, according to Pew.

Signs of Hope aims to educate individuals about the mental health resources available, to reduce the stigma of seeking behavioral support and to broaden the visibility of life-saving crisis support. The 12- by 18-inch, weather-resistant, metal signs will hang on light poles in the open-air centers’ parking lots, ensuring 24/7 visibility. Installations began this month and should be complete by the end of next year.

To encourage other landlords to participate in Signs of Hope, Brixmor will send an implementation kit to those who email signsofhope@brixmor.com.