Know the Signs is a statewide suicide prevention social marketing campaign built on three key messages: Know the signs. Find the words. Reach out. This campaign is intended to educate Californians how to recognize the warning signs of suicide, how to find the words to have a direct conversation with someone in crisis and where to find professional help and resources. You can be a part of this campaign and other statewide suicide prevention efforts by joining the Your Voice Counts online forum at
This campaign is funded through counties by the voter approved Mental Health Services Act (MHSA) (Prop. 63) and administered by the California Mental Health Services Authority (CalMHSA), an organization of county governments working to improve mental health outcomes for individuals, families and communities.
This suicide prevention social marketing campaign is one of several contracts awarded to realize the goals and objectives of the Suicide Prevention Initiative. Other statewide initiatives funded by MHSA include Stigma and Discrimination Reduction and Student Mental Health.
The campaign aims to achieve the following goals:
- Prepare more Californians to prevent suicide by increasing knowledge of warning signs, how to offer help and local resources.
- Provide individuals who are going through tough times with resources, hope and reassurance that help is available.
- Work with the news media to increase news reporting about suicide in ways that are consistent with national recommendations.