BALTIMORE, MD—The Maryland Department of Health this week announced the launch of a new ad campaign featuring Baltimore Ravens wide receiver James Proche to increase awareness about the 988 crisis line.

Launched nationally in July 2022, 988 has been implemented across Maryland and officials are working to raise awareness about this resource with this partnership.

“It is encouraging to have known and respected local figures advocating for 988,” said Dr. Lisa Burgess, MDH Acting Deputy Secretary for the Behavioral Health Administration. “With his passion for behavioral health advocacy, Mr. Proche’s visible support can help increase the awareness of this life-saving resource to our residents. Additionally, it may help reduce stigma around this important topic.”

The new 988 campaign encourages people experiencing a crisis involving drugs or alcohol, or any type of mental health crisis, including anxiety, depression or thoughts of suicide, that support is available by calling or texting 988. The campaign includes TV, radio, streaming and digital content.

Suicide was a leading cause of death for people ages 10 to 34 years in 2020, according to the Substance Abuse and Mental Health Services Administration (SAMHSA), and from April 2020 to 2021, over 100,000 individuals died from drug overdoses in the U.S.