Suicide prevention TV campaign is a first for Scotland
Scotland’s first ever TV advert to tackle the issue of suicide head on is now being aired across the country.
Launched on 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 A friend notices he’s looking a bit withdrawn and asks if he is OK.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. The target audience 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.
Online advertising is a strategic and heavyweight part of the campaign with recent evidence showing a link between depression and ‘addictive’ online behaviour. In reaching the target audience when they are alone and using the Internet/social networks as a replacement for actual interaction, the campaign emphasises that they’re not alone and there are people willing to help.
Interactive adverts are appearing on MSN messenger, SPL sites and the Daily Record sports pages, supported by text links on social networking sites such as Facebook and pre-rolls of the TV ad on sports, music and entertainment sites popular with men.
The interactive ads are rotated so that Samaritans helpline details appear during Breathing Space out-of-hours times. All ads and text links link to the campaign website www.suicide-prevention.org.uk which gives more detailed information on the Breathing Space and Samaritans support services, and includes information on what to do if you’re worried about someone who might be at risk.
The campaign also includes a 3-week radio advertising burst from 12 April across national and community stations.
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 to awareness of suicide and, 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.”
See the ad on You Tube: www.youtube.com/user/NHSHealthScotland?feature=mhw5
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). |
