Background Research

The National Action Alliance for Suicide Prevention Framework for Successful Messaging was informed by an analysis of the state of suicide prevention messaging, a review of relevant research and best practices, and extensive consultations with experts and stakeholders throughout the development process.

Data sources included

Key Findings

Why is Messaging About Suicide Important?

  • Communications and messaging has been, and continues to be, an important issue for the suicide prevention field.
    • Many individuals and organizations are messaging about suicide. A 2010 progress review of suicide prevention communications found “extensive and enthusiastic investment” in informational and educational efforts.”

    • Both the 2012 National Strategy for Suicide Prevention and the original National Strategy from 2001 include goals and objectives that address communicating to the public about suicide.

  • Messaging about suicide can be harmful. Conversely, well-designed communications can be a powerful tool.
    • Suicide is unlike other health and safety issues in that there is research demonstrating that certain types of news coverage about suicide can increase risk among vulnerable individuals.
    • Experts recommend that safe messaging recommendations for journalists also be followed when creating public information and social marketing efforts.
    • While safety is essential, it is not the only consideration in developing successful messages. Attention to effectiveness is needed as well (see below).
    • ​Read more about research on safe messaging.
    • See the Framework’s Safety component, including the Messaging Don’ts.

Rationale for the Framework: An Updated and Research-Informed Approach to Messaging

  • A progress review of public information efforts conducted prior to revising the National Strategy for Suicide Prevention (NSSP) found that, while some messages were generally consistent with suicide prevention goals, there also were areas of concern:
    • Some messages reviewed included potentially unsafe content, for example, use of statistics and language that normalizes suicide.
    • Few messages were developed using research-based best practices in communications.
    • Read more findings from the progress review.
  • Public opinion surveys show that a large majority of the public believes suicide is preventable (at least in the abstract) and expresses support for suicide prevention. However, they are less likely to know how to take specific actions.
  • An expert panel validated the findings of the progress review and public opinion surveys and added their own insights:
    • ​While addressing problematic media coverage continues to be important, it also is critical to ensure that messages coming from the suicide prevention and mental health promotion communities are safe and effective, as they also shape the public conversation.
      • ​Guidance is needed for the “messengers” as well as the “media.”
    • ​Public messaging often has emphasized problem severity rather than prevention
      • Collectively, we often contribute to a “negative narrative” about suicide
      • Messages should be designed to encourage and enable action.
      • One participant summarized by stating: “It’s time to shift from communicating for awareness to communicating for action.”
    • ​There are too few stories of hope, recovery, and resilience. 
      • ​Stories of suicide deaths are common; less common are positive stories that convey prevention is possible and illustrate what prevention actually looks like.
    • ​The field lacks a core message or frame
      • ​We can be more proactive in shaping the conversation.
    • ​Messengers and goals are diverse; there is no one-size-all-message.
      • ​Best practices in communication suggest the need for focused and targeted messages that are tailored to specific audiences and include a clear “call to action” that is appropriate to that audience.
      • Read detailed expert panel findings.
  • ​Resources are needed for messengers.
  • ​The broader communications literature yields principles for developing more effective messages.  Examples of these principles include:
    • Using a data-driven planning process
    • Integrating communications into a broader plan for change
    • Defining a clear purpose for communications before crafting the message itself
    • Using audience research to inform message content and delivery channels
    • Promoting specific behaviors in defined audiences and including a clear “call to action”
    • Evaluating outcomes
    • Read more about the communications research.
    • See the Framework’s Strategy component, including Principles of Effective Communications and Key Planning Steps.
  • More research is needed on the effectiveness of suicide and mental health-related campaigns tailored to specific audiences and goals. However, the research to date does suggest some directions for future efforts.
    • ​There is some evidence that educational campaigns can improve suicide and mental health-related knowledge and attitudes, but they generally have limited effects on behaviors when used alone.
    • Some studies suggest campaigns can successfully promote a relatively simple action such as calling a hotline, although it is not clear whether these messages influence those most at risk.
    • To influence complex behaviors, public education and outreach efforts generally achieve better results when media is combined with other programs, there is repeated exposure to messages, and efforts are locally planned so efforts can be tailored to local circumstances.
    • Message planning should make sure of available behavior change theories.
    • When promoting a program or service, build in efforts to ensure sufficient capacity to meet demand.
    • A 2003 expert panel made important recommendations about message planning, assessment, and safety that are still relevant today.
    • See detailed findings from the research on suicide and mental health-related campaigns.
  • There are existing resources addressing specific topics that could be helpful in informing particular messages, but they are not available in one place. For example, there are resources that relate to particular goals (e.g., stigma reduction), populations (e.g. LGBT populations), channels (e.g., social media, videos), and other areas.
    • ​See the Guidelines component of the Framework to find message-specific resources.
  • Public messaging should be defined broadly. During the research phase, numerous examples of messaging were shared with the planning team. We found that individuals and organizations are conveying messages to the public in many ways, some of which fell outside what people think of as “communications.” In addition to materials created for education and awareness, such as posters, public service announcements, and other campaign materials, messages about suicide prevention are communicated via organizational websites, fundraising appeals, event publicity, public talks, and other types of public-facing messages. Because public perceptions about suicide and suicide prevention are shaped by all messaging about suicide, the Framework is intended to guide the development of all types of public messaging.
  • For all of the reasons outlined above, suicide prevention messaging is an Action Alliance priority.
    • ​The National Action Alliance for Suicide Prevention chose four initial priorities, one of which was “changing the public conversation about suicide prevention and suicide prevention,” described as….”changing the national narratives around suicide and suicide prevention to ones that promote hope, connectedness, social support, resilience, treatment and recovery.
    • The Framework is one Action Alliance initiative undertaken to advance this priority.
    • Also see How does the Framework “Change the Conversation”?

The Action Alliance Framework for Successful Messaging:

  • Advances one of the four initial priorities of the National Action Alliance for Suicide Prevention.
  • Provides guidance and resources for messages disseminated to the public by the suicide prevention and mental health professionals and other “messengers.”
  • Addresses the current state of suicide prevention messaging and what’s needed at this point in the development of the suicide prevention field.
  • Incorporates lessons learned from research and best practices from within the suicide prevention and mental health fields and from other areas like health communications and social marketing and health behavior change.
  • Outlines four key areas that messengers should consider when communicating to the public: Strategy, Safety, conveying a Positive Narrative, and Guidelines.
  • Read more at What is the Framework?