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.

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