Suicide prevention TV campaign
A First For Scotland
Scotland’s first ever TV advert to tackle the issue of suicide head on will be aired across the country from Monday 5 April.
The hard-hitting advert features a young man going about his everyday life. A friend notices he’s looking a bit withdrawn and asks if he is OK. The young man starts to choke and his friend moves swiftly to perform the Heimlich manoeuvre on him. Out of his mouth comes the word “Suicidal”, which begins to squirm and shrink on the table where it landed. The two men then start a conversation, while the phone number for Breathing Space appears on the screen.
The aim of the advert is to reinforce the message that if you’re feeling suicidal, the best thing you can do is talk, and to visually show the relief that can come with this.
The advert is part of an ongoing integrated communications campaign by Choose Life, Scotland’s national strategy and action plan to prevent suicide.
Shona Robison, Minister for Public Health, said: “Helping people to break the silence surrounding suicide is vital – not just for those of us living with that kind of pain but all of us. Most people contemplating suicide do not want to die; they want to end the pain they are suffering.
"In many cases suicide can be prevented if people get the right help and support to see a way out of their situation. This campaign aims to encourage people to talk about the way they are feeling and to seek the vital help they need.”
The target audience for the campaign is men aged 18-44, since statistics show three out of four suicides in Scotland are men, and younger men are at even greater risk.
Monica Merson, Acting Programme Manager for Choose Life and Head of Health and Wellbeing at NHS Health Scotland, said: “Crucially this TV advert is about saving lives. By airing the advert later at night when we know men who are feeling suicidal are most likely to be alone and watching TV, we hope to convey the message that they’re not alone and that support is out there. But the first very difficult step is to talk about how they are feeling.”
Every day, around two people die by suicide in Scotland and it continues to be a leading cause of death in young people.
Caroline Morrison from Dundee lost her teenage son to suicide in 2006. Welcoming Choose Life’s direct approach, Caroline said: “The TV advert is really effective at showing how anyone can take the initiative to speak to someone about suicide. It’s good that it targets young men and encourages them to speak to each other about their feelings. This is really important as people may be scared to take the first step and simply ask, “Are you OK mate?”
“I think the ad highlights how a wee bit of support, such as asking a friend in need to come to the pub then asking them if they are alright, could help to save their life.”
The TV advert will be supported by a series of online adverts, given the popularity of this medium with the target audience. Recent evidence also shows a link between depression and ‘addictive’ online behaviour (Leeds University, 2010). Interactive banner ads, text links and pre rolls of the TV ad will be seen on MSN messenger, social networking sites such as Facebook, SPL sites and other sports, music and entertainment sites popular with men.
A radio advert will also run in April and a campaign website
www.suicide-prevention.org.uk has been developed which signposts people to available help and support. The TV advert can be viewed here, as well as on You Tube.
If you are feeling suicidal or suspect that someone you know is considering suicide, contact Samaritans on 08457 90 90 90 (24 hours) or Breathing Space on 0800 83 85 87 (Mon-Thurs 6pm-2am; weekends Fri 6pm-Mon 6am).