Rethinking suicide prevention communications based on current research

Communications has long been recognized as an important component of suicide prevention. For example, the first goal of the 2001 National Strategy for Suicide Prevention (NSSP) was “Promote awareness that suicide is a public health problem that is preventable.” Recently, experts have identified the need for a shift in public messaging about suicide. Recent reviews have found that messaging about suicide has focused disproportionately on the problem of suicide, rather than solutions, which may convey that suicide is common, a reasonable choice, and impervious to help. This emphasis is problematic due to research demonstrating that certain types of messages can increase suicides among vulnerable individuals. In addition, reviews have noted that many messages about suicide do not adhere to recommendations from the broader communications literature, for example, using a data-driven planning process; integrating communications into a broader plan; promoting specific behaviors in defined audiences; using audience research to inform messages, and evaluating outcomes. The revised NSSP, released in 2012, reflects the need for a new messaging approach with the revised goal “Implement research-informed communication efforts designed to prevent suicide by changing knowledge, attitudes, and behaviors.” This session will briefly review data demonstrating the need for a change in messaging about suicide and will summarize lessons learned from diverse areas of research, including suicide contagion, health communications, and stigma, that can inform future efforts.