What's the Framework? While resources have long existed to help
news reporters develop safer coverage about suicide, there's been little guidance available for others communicating publicly about suicide. The Action Alliance's
Framework fills that gap, and provides
guidance and resources for messages disseminated to the public by suicide prevention messengers -- like YOU!
The
Framework is a tool you can use to ensure the messages you craft and disseminate to the public (such as
educational materials, social media, newsletters, website content, etc.) are
strategic,
safe, contribute to a
positive narrative, and follow
applicable guidelines.
The
Framework is part of the Action Alliance's effort to change the public conversation about suicide and suicide prevention --
and to help reduce the annual suicide rate 20 percent by 2025. To achieve this, our messaging must be aligned, consistent and sustained. That's why, Action Alliance will be regularly sending you The Messenger.
All messages should consider 4 key elements.
The most successful messaging will be shaped by the following four elements: strategy, safety ("safe messaging"), positive narrative, and guidelines.
STRATEGY
The most successful messages are focused and intentional. Understanding the audience and tailoring messages to their context is key to successful messaging. Ask yourself:
Why we are messaging?
How does the messaging fit into the overall mission and connect to the other suicide prevention efforts?
Who is the audience for the message?
What channels will best reach the audience?
What do we want the audience to do in response to message?
How can we frame the message to achieve this result?
It's critical to avoid content that is unsafe or counterproductive. Certain types of messages about suicide can increase the likelihood that at-risk individuals will consider or attempt suicide themselves. Increased risk is associated with:
Repeated, prominent, or sensational coverage
Details about suicide method or location
Portraying suicide as a common or acceptable response to adversity
Glamorizing or romanticizing suicide
Including personal details that encourage identification with the person who died
Successful messages promote the positive, for example, by including action steps, how to access resources, suicide prevention successes, stories of hope and recovery, or other solution-oriented content. For example, you might include:
Concrete and realistic actions that a particular audience can take to contribute to suicide prevention, along with information needed to act (e.g. guidance, warning signs, phone numbers)
Examples of effective prevention or intervention efforts
Personal stories of coping, resilience, and recovery
Descriptions of effective treatments and where to find them
Programs or services your organization provides
Stories of people helped by particular services or supports
Descriptions of program accomplishments and successes
In addition to creating suicide prevention messages that are strategic, safe, and contribute to a Positive Narrative about suicide prevention, it is important to follow specific guidelines or recommendations that apply to your particular messages.
Check the guidelines of the Framework to see if there are guidelines relevant to your topics, channels, populations, and other message features. For example:
Action Alliance Framework for Successful Messaging
