A Framework for a Statewide Suicide Prevention Social Marketing Campaign

Theoretical Background and research questions/hypothesis: Suicide is the tenth leading cause of death in California, taking approximately 3,300 lives annually. Hypothesis: Suicide is preventable. Furthermore, if people know the warning signs, they are more likely to offer support and resources.

Methods: Methods include a comprehensive review of relevant literature and a catalogging of existing suicide prevention campaigns, as well as a random digit dial telephone baseline survey.

Results: A comprehensive review of relevant literaturepublished between 2001 and 2011 was conducted to summarize what is known about marketing and messaging in suicide prevention. The review includes recommendations for the social marketing campaign that are based on the findings. Most literature examined the effects of messaging to broad “general public” audiences or to youth. Very little has been written on how best to message about suicide to a particular demographic, such as ethnic, racial, or cultural groups. A catalog of existing suicide prevention campaigns enabled the creative team to take into account and utilitize messages that may already be active in the marketplace, as well as to see examples of messaging, both successful and unsuccessful. The random digit dial telephone survey responses generated a baseline of attitudes, knowledge, and beliefs about suicide, including suicide prevention and warning signs, as well as the ability and willingness to offer help. Also assessed was exposure to news media and public service announcements, in addition to the actions respondents would likely take. Demographic information allowed for analysis of gender, age groups, urban versus rural residency, veteran and military status, and ethnic/racial groups. This first-of- its-kind sampling provides a strong baseline against which future years of the campaign can be measured. Data from the California Department of Public Health (2011) show suicide rates have risen among Californians over age 24, currently 9.7 per 100,000. Rates are highest among white males and in northern counties. Most decedents had depression and other mental health and substance abuse problems, as well as financial, health, and other problems prior to their deaths. A separate analysis of all survey results for white middle-aged men was also run for the baseline. The literature review and campaign catalog point the way to creating a safe and effective social marketing campaign. The baseline survey provides needed information on the strengths and gaps that Californians report when it comes to recognizing and helping friends and loved ones in crisis.  Together, these research activities inform the logic model for the campaign and initial campaign concepts and messages for the general public.

Conclusions: The data overwhelmingly shows that adult white males are in urgent need of assistance coping with their life problems. Additionally, data indicates that if a person knows at least one warning sign of suicide, they are more likley to intervene and offer help. 

Implications for research and/or practice: Education must be centered around the recognition of risk factors and warning signs. Targeted campaigns must include outreach to health care providers to encourage screening for suicide as well as activities to strengthen survivor support groups and outreach to the media to promote safe reporting on suicide.