Suicide Prevention Resource Center

Transcription

1 Suicide Prevention Resource Center Promoting a public health approach to suicide prevention The nation s only federally supported resource center devoted to advancing the National Strategy for Suicide Prevention.

2 Crafting a better message about suicide and mental health: The Framework for Successful Messaging Kerri Smith, LCSW, MPH Senior Prevention Specialist Suicide Prevention Resource Center January 20, 2015

3 Who you ll hear from today Kerri Smith, LCSW, MPH Senior Prevention Specialist

4 Suicide Prevention Resource Center Technical assistance Training Institute Publications/ Online Library E-newsletter and social media Best Practices Registry Organizational support for the National Action Alliance for Suicide Prevention

5 National Strategy for Suicide Prevention Goal 2: Implement researchinformed communication efforts designed to prevent suicide by changing knowledge, attitudes, and behaviors. Goal 4: Promote responsible media reporting of suicide, accurate portrayals of suicide and mental illnesses in the entertainment industry, and the safety of online content related to suicide. NSSP

6 National Action Alliance for Suicide Prevention: One initial priority (of Four) Leverage the media and national leaders to change the national narratives around suicide and suicide prevention to ones that promote hope, connectedness, social support, resilience, treatment and recovery. Media/Entertainment Outreach (Journalists, Writers) Public Messaging (Suicide Prevention & Mental Health Professionals & Other Messengers)

7 What is Public Messaging? Defined Broadly Any public-facing information Campaigns AND social media, newsletters, event publicity, websites, fundraising materials, etc. Does not include Private conversations 1-on-1 with individuals in crisis Doctor-patient interactions Sharing in support groups

8 Need for a Change in Suicide Prevention Messaging Data Sources Research literature Charting the Future progress review of 2001 NSSP Public opinion surveys Expert Panel, January 2013 Dialogues with diverse stakeholders

9 In the U.S. 4 people die by suicide every hour. Emphasis on problem severity Violates safety guidelines

10 Communicating about suicide Certain types of media coverage can contribute to suicide contagion and increase the risk of suicide for vulnerable individuals. 2,4,5 Covering suicide carefully, even briefly, can change public misperceptions and correct myths which can encourage those who are vulnerable to seek help. 6

11 Moving beyond awareness Quote from Expert Panel: It s time to shift from communicating for awareness to communicating for action.

12 Building a better message Changing behavior is more complicated than this: This problem is so big! I should help!

13 Communicating for action Undefined audiences & goals Calls to action absent or vague -Charting the Future

14 Often not integrated with programmatic efforts, e.g. clinical training

15 National Action Alliance for Suicide Prevention Framework For Successful Messaging Four considerations when developing messages: Strategy Safety Positive narrative Guidelines

16 Start with Strategy Should we use communications? We need posters! Decide why before how

17 Strategy: Systematic Planning Process Key Planning Steps: Framework How decision is here

18 Research-Based Principles of Effective Communications 1, 3, 7, 8 Systematically planned Tied to overall program for change Informed by audience research & pre-testing Specific objectives, audience and action Clear, focused message; specific call to action Content & framing uses audience research to build motivation Appropriate channels and sufficient exposure Evaluated

19 Safety Messaging can be harmful by: Increasing suicide risk among vulnerable individuals Undermining prevention

20 Safety DON T... show/describe methods or locations focus on personal details glorify or romanticize suicide normalize by portraying suicide as common, acceptable use data/language implying suicide is inevitable, unsolvable oversimplify causes reinforce stereotypes, myths or stigma, or stigma

21 Convey a Positive Narrative Counter the negative narrative In every message: help the public to envision prevention.

22 Convey a positive narrative What we know about successful prevention Stories of people who were helped/ Your own story Concrete actions people can take Program successes Make the Connection campaign US Department of Veterans Affairs

23 Use Applicable Guidelines Messengers Best Practices for Survivor/Attempt Stories Goals Stigma Reduction Channels Populations AAS Video Guidelines Working with the Media Talking About Suicide & LGBT Populations Social Media Guidelines for MH & Suicide Prevention And more!

24 For More Successful Messages: Use all Four Lenses Strategy: Define goals, audiences & actions, integrate with other efforts, etc. Safety: Avoid don ts Positive narrative: Stories of coping & resiliency; programmatic successes; actions audience can take; available resources & services, etc. Guidelines: Use message-specific best practices

25 Closing and debrief Questions? Takeaways? What is one thing you can do to improve your communications work?

26 Visit the Framework website today!

27 Not right messaging (context matters) Without evaluation data, can t say if they re effective Purpose: illustrate the Framework components

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29 References 1. Abroms, L.C., & Maibach, E.W. (2008). The effectiveness of mass communication to change public behavior. Annu Rev Public Health, 29, Chambers, D.A., Pearson, J.L., Lubell, K., Brandon, S., O Brien, K., & Zinn, J. (2005). The science of public messages for suicide prevention: A workshop summary. Suicide and Life-Threatening Behavior, 35(2), Goodman A. Why bad ads happen to good causes. Available at: 4. Gould, M.S. (2001). Suicide and the media. Annals of the New York Academy of Sciences, 932, Gould, M.S., Jamieson, P., & Romer, D. (2003). Media contagion and suicide among the young. American Behavioral Scientist, 46(9), Recommendations for Reporting on Suicide. (2013) 7. National Cancer Institute. Making health communication programs work. Available at: 8. Noar, S.M. (2006). A 10-year retrospective of research in health mass media campaigns: where do we go from here? J Health Commun. 11(1),

30 Thank You! Kerri Smith LCSW, MPH Senior Prevention Specialist Visit the SPRC website:

31 Funding SPRC funded by the U.S. Department of Health and Human Service s Substance Abuse and Mental Health Services Administration (SAMHSA) under grant no.5u79sm SPRC is a project of Education Development Center.