Case Study: Lifeline expands crisis support with Today’s text-based service design

Lifeline launches text crisis support with Today, helping 42% of users seek help they wouldn’t have otherwise

The customer, Lifeline, a crisis support organization, faced the challenge of extending its essential services to better reach vulnerable young people, particularly as suicide rates reached a ten-year high. Their existing phone-based hotline was not meeting the growing demand, and they identified a critical need to offer support via text message. They partnered with the vendor Today to help transition and design this new text-based crisis service.

Today implemented a solution using in-situ participatory research and co-design with people who have lived experience, simulating crisis conversations to prototype the new text service. This approach allowed them to design the service directly with its intended users. The resulting pilot of the Lifeline text service was hugely successful, providing discreet access to crisis support. An independent review found that 42% of texters would not have sought help via another method if the text service was unavailable. The pilot's success led to the service becoming a permanent 24/7 offering, significantly expanding Lifeline's impact.

Lifeline