Continental Realty Corp. Joins National Campaign Designed to Raise Awareness of 988 Suicide & Crisis Lifeline

Baltimore-based real estate investment and management company installs signs at 38 shopping centers nationally to alert the public about availability of trained crisis counselors at 988 Lifeline on 24/7 basis

(Photo credit: Continental Realty Corporation)

Continental Realty Corporation (CRC) has pledged its support and joined eight open-air shopping center owners in a national campaign designed to raise awareness of the 988 Suicide & Crisis Lifeline (988 Lifeline). The Baltimore-based real estate investment and management company recently installed exterior signs at 38 of its shopping centers around the country to promote the availability of the 24/7 lifeline. More than 1,500 shopping center venues across 40 states now display approximately 8,500 signs that promote the lifeline, reaching an estimated 259 million consumers annually.

The 988 Lifeline is administered by New York-based Vibrant Emotional Health (Vibrant), and is funded by Substance Abuse and Mental Health Services Administration (SAMHSA). The 988 Lifeline network is made up of more than 200 independently operated crisis centers across the country and U.S. territories. Since the transition to the three-digit number in July 2022, the 988 Lifeline has received and routed more than nine million calls, texts, and chats.

“Upon learning of this public awareness campaign, we immediately recognized its importance and initiated plans to install signs at retail centers throughout our national portfolio,” said Belinda Torres, CRC’s Corporate Marketing Director. “Making a meaningful difference in the communities in which we operate is important, and we are committed to promoting this critical message. We encourage other shopping center owners to demonstrate their corporate stewardship and join this effort to help people facing mental health challenges.”

According to data issued by the U.S. Centers for Disease Control and Prevention, nearly 50,000 people died by suicide in the United States in 2022, a record high which equates to one death every 11 minutes. A survey conducted by CNN and the Kaiser Family Foundation determined that 90-percent of American adults believe that the country is facing a mental health crisis.

In 2023, the 988 Lifeline network expanded services and added Spanish Text and Chat, American Sign Language, and launched an LGBTQI+ Subnetwork for youth and young adults under the age of 25. Since initiating the Signs of HOPE program last summer with seven shopping center owner partners participating, the campaign has quickly gained traction, and today an estimated 4.3 billion consumers see the signs.

CRC owns and manages approximately eight million square feet of retail space throughout 10 states, and nearly seven million consumers visited the company’s 38 shopping centers last year, accounting for more than 97 million total visits.

“We sincerely appreciate CRC’s investment and support in this important campaign,” stated Dr. Tia Dole, Ph.D., Chief 988 Lifeline Officer at Vibrant Emotional Health. “Important work is being done to help destigmatize mental illness and promote ways people can seek support, especially during a crisis situation. Taking this message to areas where the public gathers and socializes has made a significant difference in our efforts. CRC is playing a critical role in helping to educate and inform consumers about the 988 Lifeline.”

For life-saving crisis support and resources, please visit or If you are in crisis and need help, please call or text 988 or chat online at

Headquartered in Baltimore, Maryland and founded in 1960, Continental Realty Corporation is a full-service commercial real estate and investment company focused on acquiring and operating retail and multifamily properties. The privately held firm owns and manages a diversified portfolio of retail centers consisting of nearly eight million square feet of commercial space and over 9,000 apartment homes across 11 states, with a portfolio value exceeding $3.7 billion. For additional information, visit

About Vibrant Emotional Health

Vibrant Emotional Health is a non-profit organization that helps individuals and families achieve emotional well-being. For over 50 years, our groundbreaking solutions have delivered high-quality services and support when, where, and how people need it. We offer confidential emotional support through our state-of-the-art contact center and crisis hotline services that use leading-edge telephone, text, and web-based technologies, including the 988 Suicide & Crisis Lifeline, Disaster Distress Helpline, Veterans Crisis Line, and NFL Life Line. Through our community wellness programs, individuals and families obtain the support and skills they need to thrive. Our advocacy and education initiatives promote mental well-being as a social responsibility. We help nearly 5 million people live healthier and more vibrant lives yearly. We’re advancing access, dignity, and respect for all and revolutionizing the system for good.

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