HHS launches nationwide campaign to promote maternal mental health hotline

WASHINGTON (AP) — The U.S. Department of Health and Human Services (HHS) is launching a nationwide public awareness campaign to promote the National Maternal Mental Health Hotline, a free resource designed to support pregnant women and new mothers facing mental health challenges.

The campaign, announced by the Health Resources and Services Administration (HRSA), will partner with drug stores, grocery stores, pharmacies, community organizations, and other institutions to raise awareness about the hotline. The initiative aims to reach families across the country by making mental health resources available in everyday locations.

“Becoming a parent is a life-changing experience, but it also comes with unique challenges. As a parent and as Secretary of the Department of Health and Human Services, I know we need to do more to support maternal mental health,” said HHS Secretary Xavier Becerra. “This campaign builds on the success of the Maternal Mental Health Hotline, which has already been a vital resource for thousands of new parents.”

The National Maternal Mental Health Hotline, launched by the Biden-Harris administration on Mother’s Day 2022, offers confidential, 24/7 support via phone and text in English, Spanish, and over 60 other languages. The service connects callers with licensed counselors who provide immediate emotional support and can help link them to local resources, support groups, or additional care if needed. Mental health conditions are the leading cause of pregnancy-related deaths in the U.S., but experts say that more than 80% of these deaths are preventable.

HRSA Administrator Carole Johnson emphasized the importance of reaching more people in communities across the nation. "We are thrilled to partner with retailers, pharmacies, and community organizations to ensure that more pregnant women and new moms know there is help available to them," Johnson said. "These partnerships are critical to expanding awareness of this important resource."

The campaign’s Maternal Mental Health Champions include several national organizations that have committed to promoting the hotline in their locations. These organizations include large retailers, grocery chains, pharmacies, and health-focused groups, which will display promotional materials and help spread the word about the hotline to customers and communities.

“We want to make sure that the mothers and families who need this service can access it easily, no matter where they live,” said HRSA Deputy Administrator Jordan Grossman. “By partnering with trusted organizations, we are bringing this life-saving resource to families across the country.”

In addition to raising awareness about the hotline, HRSA continues its broader efforts to improve maternal health outcomes through initiatives like the Enhancing Maternal Health Initiative. This initiative engages community leaders and local health officials to identify needs and forge partnerships aimed at reducing maternal mortality and improving care for new and expectant mothers.

As part of the campaign, HRSA is recognizing the first six organizations as official Maternal Mental Health Champions for their commitment to promoting the hotline. These groups include national retailers, health organizations, and community service networks with thousands of locations across the country.

The campaign will continue to expand in the coming months, leading up to National Maternal Mental Health Awareness Week in May 2025. Additional champions will be recognized for their efforts to raise awareness of the hotline and its critical services.

For more information about the hotline or how to become a Maternal Mental Health Champion, visit the HRSA website. https://mchb.hrsa.gov/

The Health Resources and Services Administration (HRSA) offers the National Maternal Mental Health Hotline, a free and confidential service that provides mental health support for pregnant and postpartum people:

Phone: Call 1-833-TLC-MAMA (1-833-852-6262)

Text: Text 1-833-TLC-MAMA (1-833-852-6262)