Splitting semantic hairs. The name changed, but the phone number didn't; the goal is still suicide prevention, but with an attempt to avoid the stigma that comes with "suicide" in the name.
It is not "splitting hairs"! Did you read the article? There is a difference between acute suicide prevention and general prevention! You would not expect the kind of reaction that he got when calling this hotline, because they don't assume an immediate case of suicide that they have to send police to without delay!