live on utah

What live on utah does

Live On Utah is a statewide suicide prevention initiative operated by the State of Utah government, headquartered in Salt Lake City at the Cannon Health Building (288 N. 1460 West). Founded in 2020 and substantially launched in 2022, the campaign provides free education, training, and mental health resources to Utah residents with the goal of preventing suicide through public awareness, skill-building, and stigma reduction. The initiative serves multiple segments including the general public, Veterans and military service members, Hispanic/Latino communities, youth in schools, and parents and families.

The core product suite consists of interactive online training courses (Playbooks) — a general Suicide Prevention Playbook (10 lessons), a Military Playbook for Veterans, and a Spanish Playbook (Guía para Prevención del Suicidio) — delivered through a web-based learning platform that issues digital Suicide Prevention Ambassador certificates upon completion. Supporting resources include Quick Topics reference materials, the Su Salud al Día Spanish-language podcast hosted by Pablo Tellechea, a downloadable campaign toolkit, and crisis services integration with the 988 Suicide and Crisis Lifeline and the SafeUT mobile application, which connects students, parents, and educators with licensed counselors in English and Spanish. The underlying technology combines a learning management system for course delivery, a mobile application, and multimedia campaign infrastructure.

The business model is fully donation- and grant-funded, with no revenue collected from end users. All services, courses, and crisis resources are provided free of charge. Funding flows through the Governor's Suicide Prevention Fund, which receives contributions from Utah vehicle registration donations ($25 per registration), state income tax refund donations (TC-40 line 43), direct public donations, and business/organization partnerships. The go-to-market motion is community-led, relying on statewide multimedia campaigns (830M+ combined impressions across radio, TV, digital, and outdoor channels), partnerships with 15+ organizations including Huntsman Mental Health Institute, Latino Behavioral Health Services, the Multicultural Counseling Center, and the Utah Suicide Prevention Coalition, and earned media to drive awareness and playbook enrollment. Reported engagement includes 100,000+ Utahns having started the Playbook and 20,000–25,000+ completing it, with 78% of Utahns recalling the campaign advertising.

Name

live on utah

Legal name

Live On Utah (State of Utah Suicide Prevention Campaign)

Website

https://liveonutah.org

Company type

Public

Founded year

2020

Operating status

Operating

Short description

Live On Utah is a State of Utah government initiative providing free suicide prevention education through interactive training playbooks, crisis services including the 988 lifeline and SafeUT app, and statewide multimedia campaigns serving Utah residents, Veterans, and Hispanic/Latino communities.

Ownership category

akta.pro rank

Product category

Suicide Prevention Education & Mental Health Services

NAICS

Emergency and Other Relief Services (624230)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Crisis Support, Suicide Prevention & Acute Behavioral Triage Platforms (HLALAEAI)

akta.pro secondary industries

Crisis Intervention & Suicide Prevention Services (EDALAFAD), Student Support Hotlines & Digital Wellbeing Tools (EDAJAIAL)

Keywords

• Suicide prevention education
• Mental health training
• Crisis intervention services
• Public health campaigns
• Community wellness programs

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Technology or R&D, Personnel, Operations

Revenue model

1. Governor's Suicide Prevention Fund Donations: The campaign is funded through the Governor's Suicide Prevention Fund, which accepts donations to support Live On Utah campaign and educational programming to change the culture around suicide prevention and mental health.
2. Utah Vehicle License Plate Contribution: Utahns can add a $25 contribution to their annual vehicle registration to support suicide prevention. Available through DMV locations or DMV website.
3. State Income Tax Refund Donation: Utah residents can donate all or part of their state income tax refund to the Governor's Suicide Prevention Fund (TC-40, page 2, line 43).
4. Business/Organization Partnerships: Businesses and organizations partner with Live On Utah to develop materials for employees, including wrapped vehicles, flags, bumper stickers, and radio ads. Contact: Carol at [email protected].

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Live On Utah provides free, interactive online suicide prevention training through 10-lesson Playbook courses available in general, military, and Spanish-language versions, teaching Utah residents how to recognize warning signs and help at-risk individuals. The initiative connects users to crisis support via the 988 lifeline and SafeUT mobile app, and runs statewide awareness campaigns across radio, TV, digital, and outdoor media channels reaching 830M+ combined impressions.

Product overview

Live On Utah is a statewide suicide prevention initiative by the State of Utah providing educational resources and crisis services. The core offering consists of interactive online training playbooks (general, military, and Spanish versions) that teach suicide prevention skills. Supporting resources include a Spanish-language podcast (Su Salud al Día), a campaign toolkit for community outreach, and connections to crisis services including the 988 lifeline and SafeUT application. The platform does not operate as a software technology product but rather as a mental health resource portal.

Differentiator

Problem solved

Functional benefit

Brands

• Suicide Prevention Playbook: A fast-paced, interactive 10-lesson course with simple tips on how to talk about mental health and prevent suicide for the general public.
• Military Playbook
• Spanish Playbook (Guía para Prevención del Suicidio)
• SafeUT
• Su Salud al Día

Products and services

• Suicide Prevention Playbook A fast-paced, interactive 10-lesson online course for the general public providing tools to help someone experiencing thoughts of suicide. Upon completion, participants receive a digital Suicide Prevention Ambassador certificate. Free to all Utahns.
• Military Playbook A suicide prevention playbook specifically designed for Veterans and military service members who face elevated suicide risk due to the nature of their service. Free interactive course.
• Spanish Playbook (Guía para Prevención del Suicidio) A suicide prevention course designed for the Latin community in Utah, covering topics such as when to check in on someone and how to talk to family about emotional health. Developed in collaboration with prominent community members. Free in Spanish.
• Quick Topics

Quantifiable outcome

• Over 150,000 Utahns have begun suicide prevention training, with over 20,000 completing it
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Governor Spencer CoxcoreStrategic or Co-development PartnerLive On is a statewide effort championed by Governor Spencer Cox to prevent suicide by promoting education, providing resources, and changing culture around suicide and mental health.
• Huntsman Mental Health InstitutecoreStrategic or Co-development PartnerMajor mental health institute partnership supporting the Live On Utah campaign and educational programming for suicide prevention and mental health.
• 988 - Suicide and Crisis LifelinecoreStrategic or Co-development PartnerNational 988 crisis line integrated with Live On Utah resources. Available 24/7 by call or text for suicide prevention and emotional support.
• Latino Behavioral Health ServicescoreStrategic or Co-development PartnerPartner providing culturally-appropriate mental health services and support for the Hispanic/Latino community in Utah.
• Multicultural Counseling CentercoreStrategic or Co-development PartnerPartner organization providing therapy, peer support, and skills training for the multicultural community.
• Utah Suicide Prevention CoalitioncoreStrategic or Co-development PartnerCoalition partner providing additional resources and coordination for suicide prevention efforts across Utah.
• University of Utah HealthminorStrategic or Co-development PartnerHealthcare partner sponsoring the Su Salud al Día podcast and supporting mental health initiatives.
• University of Utah Health PlansminorStrategic or Co-development PartnerHealth plans partner sponsoring suicide prevention content and podcast programming.
• Mayor Ron Bigelow (West Valley)minorStrategic or Co-development PartnerLocal government partnership supporting suicide prevention efforts in the West Valley area.
• SafeUTcoreStrategic or Co-development PartnerSafeUT is a complementary program providing a mobile app, website, and crisis line connecting students, parents, and educators with licensed counselors. Available in English and Spanish for military, students, and families.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• QPR Institute: QPR (Question, Persuade, Refer) is the dominant U.S. gatekeeper suicide prevention training curriculum. Live On Utah's Playbook is the closest digital, interactive alternative to QPR's in-person model, serving the same audience and core use case.
• Mental Health First Aid: Mental Health First Aid is a national standardized training program that teaches adults how to identify and respond to mental health and substance use crises. Its curriculum positioning, certification model, and target audience (general public, employers, schools) closely parallel Live On Utah's Playbook concept.
• 988 Suicide and Crisis Lifeline: The national 988 crisis line is the destination Live On Utah funnels at-risk users to and is co-branded with in Utah. It is the dominant federal/state crisis-response brand and is effectively Live On's clinical counterpart in the same suicide-prevention value chain.
• Crisis Text Line: Crisis Text Line provides 24/7 text-based crisis intervention and is the leading digital-native crisis service for younger users. It competes for the same user attention and referral flow as Live On Utah's SafeUT integration and digital campaigns.
• Yellow Ribbon Suicide Prevention Program: Yellow Ribbon is a community- and school-based gatekeeper suicide prevention training program. Its training-led, free-to-end-user model directly parallels the Live On Playbook approach and audience.

Broad incumbents

• American Foundation for Suicide Prevention (AFSP): AFSP is the largest U.S. nonprofit dedicated to suicide prevention, funding research, advocacy, and community programs including its 'Talk Saves Lives' education. Live On Utah functions as a state-level, government-backed analog to AFSP's community program work.
• The Trevor Project: The Trevor Project provides 24/7 crisis intervention and suicide prevention services for LGBTQ+ youth. It is the closest broad-incumbent peer to Live On Utah in operating youth crisis, public-awareness, and education programs at national scale.
• National Alliance on Mental Illness (NAMI): NAMI is the largest U.S. grassroots mental-health organization providing education programs (NAMI Basics, Family-to-Family, Ending the Silence) and public-awareness campaigns. Its education-first model mirrors Live On's Playbook approach.
• Suicide Prevention Resource Center (SPRC): SPRC is the federally funded center that provides training curricula, best practices, and technical assistance for state suicide prevention efforts. It is the upstream 'playbook library' that informs campaigns like Live On Utah.

Emerging players

• JED Foundation: JED is a national nonprofit focused on mental-health and suicide-prevention programs for colleges and high schools. Its campus audience and SET (Strategic Expansion Toolkit) framework overlap meaningfully with Live On Utah's school-facing SafeUT content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCwL_24f48QjGswfIv794r1w
• Facebookfacebook.com/liveonutah
• Instagraminstagram.com/liveonutah
• LinkedInlinkedin.com/company/live-on-utah

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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