988 Collaboration

Starting Conversations & Saving Lives
Breweries Sign up
national suicide
prevention awareness


988 is the National Suicide Prevention Lifeline number. Help us get the message out by naming a beer 988 during National Suicide Prevention Month in September. We want to make this easy for everyone to participate. Rename or relabel any beer, whether it’s a beer on your tap list or a beer you distribute, the important thing is to get the 988 number in front of people and start conversations. If you want to brew a special batch, that’s great too! Can it or simply put it on tap. This collaboration is open to your creativity. We just ask that you sign-up up so we can collectively raise awareness with a common message.

brewery resources
The Basics

WHEN: During National Suicide Prevention Month in September 

WHERE: Tap the beer in-house or distribute it.


    • RENAME – Simply rename ANY beer 988 for the week. A beer on tap or a beer you distribute. Doesn’t matter!
    • RELABEL – Brand our editable label or create your own or don’t use a label at all & rename something on tap.
    • RECREATE – Make your own custom 988 brew or label

WHY: The goal is to get the number in front of people & start conversations. It can be on a menu, on a tap handle, or on a can.

Please email questions and concerns to 988@ohsobrewery.com

Editable Labels

Please email questions and conecrns to 988@ohsobrewery.com


Hope for the Day

We are thrilled to announce Hope for the Day (HFTD) as our dedicated resource and education partner for the 988 Beer Collaboration. Together with Hope for the Day, we’re confident that we can make a meaningful contribution to mental health awareness.

H.F.T.D. is offering breweries the opportunity to participate in free educational courses. Don’t miss out on this chance to expand your knowledge and contribute to a more informed and compassionate community.

Hope for the Day will be sending resource packets, including valuable educational assets, to all our partners. This initiative underscores their commitment to equipping you with the tools and information needed to foster a more supportive and knowledgeable environment.


Promo Materials

SAMHSA provides a 988 Partner Toolkit that is a one-stop shop for social media, video, print, radio, FAQs, messaging, and other marketing materials for anyone to use to promote awareness of 988.

SAMHSA Partner Toolkit

Breweries simply renaming a beer helps the cause, but we have optional promotional content for your use. We also have included the 988 logos and a fully editable label you are free to use.



Partner Deals

15% Off Malt for 988


Discounted Hop List Coming Soon


Please contact andrew@printingsolutions.com for your printing needs. They have agreed to offer a discount to everyone who uses their services to print the label for this campaign.


Breweries who sign-up will have access to download the label art and edit it with their brand and beer style information.  The label design was created by Justin Ketchum using Corey Miller’s artwork from Inked Soul. Please contact Justin at justin@modlybrands.com for any questions about the design or in regards to the use of the label.


Donate (optional)

Donating is not required. We want you to do what works best for your brewery. If you choose to donate a portion of beer proceeds, we recommend contacting your local and state suicide prevention organizations or one of the national organizations.

The history

Six years ago, we brewed our first batch of “1-800-273-TALK” in the hopes to spread awareness and start conversations. Last year, over 75 other local & national partners featured a beer named with the Lifeline number: 1-800-273-TALK. Portions of beer sales were donated to suicide prevention organizations, but the primary goal was to spread awareness and start conversations. One conversation can save a life. Research shows that acknowledging and talking about suicide may reduce rather than increase suicidal ideation. Understanding the issues concerning suicide and mental health is an important way to take part in suicide prevention, help others in crisis, and change the conversation around suicide.

Why We Do It

For me, the number 988 is more than just a phone number. It represents life, something that can’t be summed up in a paragraph. I’ve lost too many close friends to suicide, and at one point, I even considered taking my own life.

My difficulties stemmed from a range of issues. Mainly, I was dissatisfied with the direction my life had taken. As a child, I experienced a significant loss and was forced to move unexpectedly. I struggled to find a sense of belonging after that. Instead of confronting my problems, I kept moving from one place to another, hoping to escape them. I sought fulfillment through excessive partying, and when I lost hope of ever being able to attain the life I wanted, I tried taking it too far. I never told anyone. This is the first time I’m opening up about it.

Read More

Now, as a 50-year-old who loves my wife and kids, I want to live forever. I consider myself lucky to have found my way back to the light. I would do anything in my power to prevent the list of people I’ve lost to suicide from growing any longer. I’ve lost too many friends, coworkers, neighbors, and amazing fucking people to suicide.

We do this beer because of Chad, Eddie, Mark, Jeff, Stevie, Dylan, Lucky, Worm, Jenny, Kristen, Michael, Tim, Chris…. We do this because we wish we would have been the ear, the push, the hug, the call. These were great friends and better people that I consider family, and there are many more, way to many more. If you’ve lost someone, fill in their name and remember what made them so special. The name itself isn’t as important as the person we’ve lost, the friend we miss, and the memories we’ll never get to create again. Sometimes I catch myself wondering how Chad would rate this movie, or how Eddie would react to that call, or what Lucky would think about this show. It’s heartbreaking to know that I’ll never get to find out. I wish I could have seen the signs and provided them with resources or had the resources myself to understand what I could do to help. They deserved a chance, a lifeline. 988 is that.

I miss my friends, my coworkers, my people and often, the mere thought of them is enough to bring me to tears. Life is short, but it’s precious. Let’s do what we can to help each other and make it longer. That’s why I urge you to support suicide prevention by spreading the word about 988. It’s important to talk about it, to ask for help, and to be there for others who might be struggling.

Please HELP US SPREAD THE WORD…. CALL 988, and let everyone you know about 988. The person who helped me out was a stranger, someone with positive words, and an open ear that really listened even though we had never met before.  988 can provide that person for someone and if this number saves 1 person it is a success.

Jon Lane
Owner, O.H.S.O. Brewery + Distillery

Reduce the stigma

Share Your Story

We would like to invite you to share your thoughts and experiences on what suicide prevention means to you. Whether it’s a personal memory, a lived experience, or the name of someone you have lost to suicide, we want to hear from you. By sharing your story, you can help raise awareness about the importance of suicide prevention and help others who may be struggling. For privacy, your stories can be anoynomous and please do not use last names.

WHAT IS 988?


Resource & Education Partner

H.F.T.D. is a non-profit movement empowering the conversation on proactive suicide prevention and mental health education. 

If you or someone you know needs support now,
call or text 988 or chat 988lifeline.org