HHS Launches a Nationwide Public Awareness Campaign to Promote the Maternal Mental Health Hotline (1-833-TLC-MAMA)

Grocery stores, pharmacies, community organizations, and other institutions across the United States are uniting to raise awareness of the National Maternal Mental Health Hotline

Today, the Health Resources and Services Administration (HRSA), an agency of the U.S. Department of Health and Human Services (HHS), announced a new nationwide campaign to raise public awareness of the National Maternal Mental Health Hotline (1-833-TLC-MAMA). The National Maternal Mental Health Hotline is a cornerstone of the Biden-Harris Administration’s broader efforts to improve maternal health and supports HRSA’s ongoing initiative to reduce maternal mortality and health disparities. While mental health conditions are the leading cause of pregnancy-related deaths, more than 80 percent of pregnancy-related deaths are preventable according to the Centers for Disease Control and Prevention (CDC).

As part of the campaign, HHS will collaborate with companies and organizations such as retailers, grocers, pharmacies, and health and community associations to publicize mental health resources for moms and pregnant women in everyday locations. The first six Maternal Mental Health Champions announced today have thousands of locations and a broad presence in all 50 states, Washington, D.C., Puerto Rico, and the U.S. Virgin Islands. HRSA Deputy Administrator Jordan Grossman announced this campaign in conjunction with HRSA’s latest state Enhancing Maternal Health Initiative convening in Portland, Oregon.

“Becoming a parent is an incredible and life-changing event, but it comes with its own challenges too. As a parent, husband to an OB-GYN, and Secretary of the Department of Health and Human Services, I know we can and must do more to support maternal mental health,” said HHS Secretary Becerra. “In just two years, we’ve seen how the Maternal Mental Health Hotline has been a positive and productive resource for thousands of new parents. Today we’re building on those efforts through a targeted campaign to reach even more moms and let them know there is help and support during even the hardest of times.”

“The National Maternal Mental Health Hotline is a safe space for pregnant women and new moms to get the emotional and mental health support they need, and we want to continue to reach even more pregnant women, new moms, and their loved ones with this vital support,” said HRSA Administrator Carole Johnson. “That’s why we are excited to partner with grocery stores, pharmacies, and other organizations to help get the word out about this important resource for in communities across the country.”

The Biden-Harris Administration launched the National Maternal Health Hotline, a free confidential service offering 24/7 support from trained counselors via call and text in English, Spanish, and translation services in over 60 languages, on Mother’s Day in 2022 as part of the broader efforts to combat maternal mortality and severe maternal morbidity. The professional counselors who answer Hotline calls and texts include licensed health care professionals, certified educators, and specialists. Counselors listen to callers’ needs and provide support directly, connect callers with local support groups and organizations, and/or refer callers to other health care professionals when more care is needed.

The new Maternal Mental Health Champions campaign will expand awareness of this important resource for mothers, pregnant women, and their families through specific commitments to promote the Hotline in Champions’ locations or sites across the country – for example by displaying the National Maternal Mental Health Hotline’s promotional materials in prominent locations for their patients or customers. Maternal Mental Health Champions may include retailers, grocers, pharmacies, health and community associations, and other organizations and leaders that make significant commitments in coordination with HRSA to promoting the Hotline to their customers, patients, or users.

Today, HRSA is announcing the first six Maternal Mental Health Champions who have committed to actively promoting 1-833-TLC-MAMA to their customers, users or members:

• Albertsons Companies, with over 2,200 stores in 34 states and the District of Columbia, such as Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets, and Balducci's Food Lovers Market.
• Babylist, which was used by 97 million people in 2023 to access products and services across commerce, media, and health for growing families.
• Children’s Hospital Association, which represents more than 200 children’s hospitals across the country.
• CVS Health, which serves 185 million people across Aetna, CVS Pharmacy, MinuteClinic, CVS Caremark, Oak Street Health and Signify Health.
• National Diaper Bank Network, which includes over 240 diaper bank programs assisting families in 50 U.S. states, the District of Columbia, and Puerto Rico.
• Walgreens, with nearly 9,000 stores across all 50 U.S. states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands.

In the coming months leading up to National Maternal Mental Health Awareness Week in May 2025, HRSA will identify and publicize additional Maternal Mental Health Champions that have made significant commitments in coordination with HRSA to promote the Maternal Mental Health Hotline to support moms and families nationwide. For more information about becoming a HRSA-recognized Maternal Mental Health Hotline Champion, visit: https://mchb.hrsa.gov/programs-impact/national-maternal-mental-health-hotline/champions.

For more information on the National Maternal Mental Health Hotline and to download new promotional materials, visit: https://mchb.hrsa.gov/national-maternal-mental-health-hotline.

HRSA’s Enhancing Maternal Health Initiative is accelerating HRSA’s efforts to improve maternal health outcomes in partnership with women, grant recipients, community organizations, and state and local health officials. To date, HRSA has hosted state convenings in: Arizona, Georgia, Illinois, Kentucky, Maryland, Michigan, Missouri, Montana, and Oregon to hear directly from communities about their maternal health needs and to forge new partnerships to enhance maternal health efforts.