Changing the Conversation from Suicide to Suicide Prevention: A United National Campaign

Transcription

1 Changing the Conversation from Suicide to Suicide Prevention: A United National Campaign Cheryl Sharp, MSW, ALWF, Exclusive Consultant, National Council for Behavioral Health John Draper, Ph.D., Director, National Suicide Prevention Lifeline Frances Gonzalez, Communications Director, MHA-NYC September 22, 2016

2 Housekeeping Please do the following two steps. Turn off or mute your computer speakers. 2. Join the webinar: Call in using your telephone: (562) Access Code: Audio PIN: Shown after joining the meeting

3 Overview Introductions Overview of the National Suicide Prevention Lifeline 3 Key Messages Early findings from the #BeThe1To campaign

4 Speakers Cheryl Sharp, MSW, ALWF Exclusive Consultant, Suicide Prevention & Trauma Informed Services, National Council for Behavioral Health John Draper, Ph.D. Project Director, National Suicide Prevention Lifeline Frances Gonzalez Director of Communications, Mental Health Association of New York City

5 Why Change the Conversation? Suicide deaths increased from 10.5 to 13 per 100,000 people from 1999 to (CDC, August 2016). Each year 42,773 Americans die by suicide. Suicide is the 10 th leading cause of death in the United States. For every suicide, there are 25 attempts. Prevention is possible

6 Contact Information Cheryl S. Sharp, MSW, ALWF Exclusive Consultant National Council for Behavioral Health

7 Lifeline Mission To effectively reach and serve all persons who could be at risk of suicide in the United States through a national network of crisis call centers.

8 About the Lifeline SAMHSA-funded Administered by MHA-NYC Project partners: NASMHPD, National Council for Behavioral Health, Columbia University and the Department of Veterans Affairs Comprised of 158 crisis centers (and counting) in 48 states

9 The Network: TALK Callers routed to nearest Lifeline center Other centers back-up to assure all calls are answered Press 1 for veterans/military assistance

10 Lifeline Functions Efficiently connect callers to network centers Build and strengthen network Establish, implement and promote national best practices in crisis care Build community of practice to enhance network sharing of information, use of resources to raise all boats Promote integration/collaboration of crisis centers with behavioral health and emergency service systems Explore use of communications technologies to promote access to crisis care Effectively outreach to high risk groups Promote Lifeline and suicide prevention messages to the public

11 Lifeline s Network of Collaborators SAMHSA Consumer- Survivor Committee Lifeline Steering Committee Network Centers Standards, Training & Practices Committee

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13 NAASP Priority #3 Change the public conversation around suicide and suicide prevention. The Action Alliance will 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.

14 Framework for Successful Messaging

15 The Tale of Tragedy and Misery 41,149 Suicides* 750,000 Hospitalizations** 1,000,000 Attempts Requiring Medical Attention** 2,500,000 Suicide Attempts** 11,500,000 Seriously Considered Suicide** SLIDE FROM DR. DeQuincy LeZine, Prevention Communities Inc. Primary author, The Way Forward, publication of the NAASP Source: * National Center for Injury Prevention and Control, Centers for Disease Control and Prevention. (2009). Web-based Injury Statistics Query and Reporting System (WISQARS). Available from: And CDC YRBS, 2013 **Substance Abuse and Mental Health Services Administration, Results from the 2010 National Survey on Drug Use and Health: Mental Health Findings, NSDUH Series H-42, HHS Publication No. (SMA) Rockville, MD: Substance Abuse and Mental Health Services Administration, And CDC YRBS, 2013.

16 Changing the Conversation 11,500,000 Seriously Considered Suicide** 2,500,000 Suicide Attempts** 1,000,000 Attempts Requiring Medical Attention** 38,364 Suicides* 750,000 Hospitalizations** 41,149 Suicides Source: * National Center for Injury Prevention and Control, Centers for Disease Control and Prevention. (2009). Web-based Injury Statistics Query and Reporting System (WISQARS). Available from: And CDC YRBS, 2013 **Substance Abuse and Mental Health Services Administration, Results from the 2010 National Survey on Drug Use and Health: Mental Health Findings, NSDUH Series H-42, HHS Publication No. (SMA) Rockville, MD: Substance Abuse and Mental Health Services Administration, And CDC YRBS, 2013.

17 Sometimes it gets printed. Over 2.5m suicide attempts annually and over 41,000 suicides actually occurring.. What that is telling us is that by and large, the overwhelming majority of suicides are being prevented. And those stories are not being told. John Draper, Ph.D., Lifeline Director TIME, 11/25/2013

18 How can we prevent more suicides?

19 NAASP Response to CDC Report on Suicide Rates The CDC data remind us that there is more we must all do to prevent suicide in our communities. However, it is important to be aware of data that indicates suicide prevention is effectively occurring daily, in ways that are rarely finding headlines. For every one person who tragically dies by suicide in the U.S., there are approximately 278 people who have moved past serious thoughts about killing themselves, and nearly 60 who have survived a suicide attempt, the overwhelming majority of whom will go on to live out their lives. These untold stories of hope and recovery are the stories of suicide prevention, stories which are informing the Action Alliance s efforts to prevent more suicides every day. Excerpt from NAASP Press Release, 4/22/2016

20 Key Message #1: It was: Suicide is preventable, as demonstrated through stories of hope and recovery. Now: Healing, hope and help is happening (or is possible ). Stories of positive coping with suicidality, hope and recovery Research demonstrating treatments or actions that prevent suicide

21 Papageno Effect The possibility of a suicideprotective effect of media items on positive coping in adverse circumstances, which has been discussed in the literature on a purely theoretical basis, was empirically supported by the present findings. Reporting of individual suicidal ideation (not accompanied by attempted or completed suicide) was associated with a decrease in suicide rates. Niederkrothenthaler et al, Brit. Jrnl Of Psychiatry, 2010 The study suggests that prevention of suicidal behavior by media reports is possible. Niederkrothenthaler et al, 2010

22 Key Message #2: YOU can do something to prevent suicide.

23 Self-Help and Suicide Prevention WHO Study, Bruffaerts, et al, 2011(over 55,000 persons in 21 countries with recent suicidal thoughts/behaviors) Of 45%-51% attempt survivors that did not receive care: 58% said low perceived need for care 40% wish to handle the problem alone 15% structural barriers (financial, distance) 7% stigma Gould, Munfakh, Kleinman & Lake, 2012 (376 suicidal Lifeline callers from 16 centers interviewed) Of the 48% not linking to care after the call, over half said that the problem was not severe enough and could be managed on their own without treatment

24 First Line Coping Strategies 198 adults with history of mental illness/treatment and at least one suicide attempt were asked: If your darkness and despair escalated to actual thoughts of suicide, what has helped you in the past to not take that action? (write up to 5 coping strategies) Alexander et al, 2009 Spirituality/religious practices 18% Talking to someone/companionship 14% Positive thinking 13% Using mental health system 12% Considering consequences to people close to me 9% Using peer supports 8% Doing something pleasurable 8% Protecting myself from means 5% Doing grounding activities 4% Considering consequences to myself/fear 2% Doing tasks to keep busy 2% Maintaining sobriety 1%

25 Key Message #3: Crisis centers are essential resources and partners in all of your local and regional suicide prevention efforts.

26 Lifeline s Amplifying Power Lifeline website visits have steadily increased since 2011

27 Lifeline s Amplifying Power How did you hear of the Lifeline? 6% 3% Lifeline Website Other Websites Crisis Lines Mental Health Agencies Friend or Relative 10% 23% 50%

28 Lifeline s Amplifying Power

29 Origins of #BeThe1To Month-long Facebook and Twitter campaign for National Suicide Prevention Awareness Month 2015 By September 30 th, all Facebook posts for the month had a total reach of over 7 million Best performing FB post had total reach of 2M in October Best tweet had 66K+ impressions Takeaway: people want to take action and educate others in suicide prevention.

30 Origins of #BeThe1To 5 Step education graphics, released once a week: Be the 1 to Ask. Be the 1 to... Keep them safe. Be the 1 to... Be there. Be the 1 to... Help them stay connected. Be the 1 to... Follow up.

31 Origins of #BeThe1To

32 Update and Expansion in 2016 Expanding #Bethe1To as an inclusive banner during National Suicide Prevention Month Month-long campaign encouraging education and action, built around the message that we all can #Bethe1To prevent suicide Supports IASP s Connect. Communicate. Care. theme #Bethe1To as a message framework and call to action that we can amplify and measure together Flexibility allows customization and does not impede other, independent campaigns running at the same time

33 Update and Expansion in 2016 Deliverables Co-branded microsite bethe1to.com #Bethe1To message kit with 5 steps Stories of individuals who been the one to act or have been impacted by others actions Video, text, graphics Released throughout the month Twitter Chat for World Suicide Prevention Day Facebook Live event for National Suicide Prevention Week

34 Update and Expansion in 2016

35 Update and Expansion in 2016

36 #BeThe1To Partnerships Post messaging from social media message kit through September Provide stories of personal action to help others, or from those who have been helped by others actions For those who would like to work more closely with us on this campaign, we offer partnership with the Lifeline Partners will receive: Listing as a partner on the microsite with a logo and link Content posted on microsite with attribution Handles amplified on social media by Lifeline channels Partners must: Post messaging from message kit through the month (does not prevent use of their own messaging or campaigns) Provide 2-3 pieces of shareable content for the campaign (must be compatible with #Bethe1to message) Amplify our messaging and partner messaging Participate in Twitter Chat

37 #BeThe1To Partnerships Over 50 organizations agreed to participate in some capacity during September. 30 formal campaign partners, including:

38 2016 Early Takeaways Traffic to bethe1to.com has risen steadily since launch, with ~15,000 page views since September 1. People are visiting an average of 2 pages which means they re visiting with intent to learn more. Facebook Live event saw 20K views, with a reach of over 114K. 10K non-lifeline tweets using #BeThe1To since September 1. Lifeline FB reached over 1.6M during NSPW.

39 2016 Early Takeaways Twitter Chat saw over 35 local, national and international organizations participate and trended the hashtag for the day. Resulted in traffic spikes to microsite and all social media platforms. Some participating orgs reported follower gains.

40 2016 Early Takeaways The power of organizations sharing the same unified message cannot be overstated. NSPW and WSPD are early in the month, must find ways to sustain growth throughout September. With careful messaging, spikes on one platform can result in spikes across all. Strong messaging can fit multiple orgs with different missions without dilution. Start planning early to better integrate messages and create custom content.

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42 Questions

43 Thank you!