This document provides information about suicide prevention. It discusses suicide as a preventable health problem that affects people from all backgrounds. Some key statistics are presented, such as 11 suicide attempts occurring for every 1 successful suicide, and 1 suicide happening every 17 minutes. Risk factors like depression, prior attempts, family history, and abuse are outlined. Warning signs of suicide are also detailed. The document advocates for the non-profit To Write Love On Her Arms and presents results from a survey of people ages 15-24 about mental health issues. A creative brief is given to develop a suicide prevention campaign targeting youth, with objectives of getting those contemplating suicide to seek help and educating others to help those in need.
2. Insights & Statistics
Preventable health problem that does not discriminate (rich, poor, famous,
males, females, gay, straight, etc.)
Alexander McQueen
Kurt Cobain
Adolf Hitler
Vincent Van Gogh
Tony Scott
Research shows risk for suicide is associated with changes in brain chemicals
For every 1 successful suicide, there are 11 suicide attempts
One suicide every 17 minutes
3. Insights & Statistics Cont.
Each suicide intimately affects at least 6 other people
States with highest rates of suicide include:
1. Alaska
2. Montana
3. Nevada
4. New Mexico
4. Risk Factors
1.
Depression and other mental disorders
2.
Prior suicide attempts
3.
Family history of suicide/mental disorders/substance abuse
4.
Family violence, including physical or sexual abuse
1.
Four times as many males as females die by suicide
5. Warning Signs
Looking for a way to kill ones self, such as searching online or buying a gun
Psychological symptoms:
feeling hopeless or having no reason to live
feeling trapped or in unbearable pain
being a burden to others
Increase in use of alcohol or drugs
Acting anxious or agitated; behaving recklessly
Showing rage
Withdrawing or isolating themselves
6. Advocacy
To Write Love On Her Arms
Beginning in 2006, To Write Love on Her Arms is a non-profit movement
dedicated to presenting hope and finding help for people struggling with
depression, addiction, self-injury and suicide. TWLOHA exists to
encourage, inform, inspire and also to invest directly into treatment and
recovery.
Storytellers high school campaign where students are the founders of their
own part of TWOLA in their schools. They bring the message of hope to their
peers.
Rowan has a new chartered U-Chapter of the organization on campus!
Join the movement.
www.twloha.com
8. Research Results Contd.
Top Answers include depression, self harm,
anxiety, attempted suicide of close family
member, eating disorder, drug/alcohol abuse
10. Problem
Suicide remains the 3rd leading cause of death for young people
aged 15-24.
Reasons range from things like mental illness, abuse, bullying
16% of students in grades 9-12 reported they had seriously
considered suicide during the past 12 months
People are not sure how to help those who are suffering with
these plaguing thoughts
11. Target Audience
The target audience for our advertisement is
young people, both male and female, aged 1524 who are currently attending secondary
and/or higher education. These individuals are
either suffering from suicidal thoughts, know
someone who is, or uneducated when it
comes to identifying someone who may need
help.
12. Brand Identity
The brand personality revolves around relating with
the target audience no matter their economic
background, race, gender, religion, etc. The main focus
is unity and a sense of community that will project to
those who are suffering from suicidal thoughts that
they are not alone and help is available. Emphasis is
put on the fact that this health problem can affect
anyone and does not discriminate. Our brand urges
those who may know someone who is contemplating
these thoughts to take action and utilize the resources
we offer. We may all share the same DNA yet each
person is unique in their own way; no two people are
alike.
13. Communications Objectives
To have those who are contemplating suicide reach out
to the resources offered to them through our ads.
Knowing they are not alone and there is hope will
restore that helpless feeling and get them on the road
to healing. With our brand personality revolving
around unity and your value as a person, it will instill
the courage needed to seek help.
For those who are not plagued by suicidal thoughts, it
will give them the educational tools to help someone
they know who may be suffering.
14. Key Message
Dont lose hope
Help is available, and there is nothing wrong with
asking for it
Every person is unique with their own set of gifts
and talents
You are not alone in how you are feeling
If you know someone struggling with suicidal
thoughts, do something. You have the power to
save a life
15. Media Considerations
We find it beneficial to run a print campaign in schools
beginning in September and ending in March. Our
reasoning for this is based on research showing that
depression, related mental health problems and suicides
among young adults is higher during the winter months.
Social media would play a part in this campaign because
our target audience is constantly engaging in social media
activity. By using these social platforms we can reach a
larger number of our target audience through their main
means of communication.
Another vehicle utilized would be broadcast. By doing so,
we not only reach our target audience during their peak
viewing hours, we also reach those who are not targeted.
16. Creative Direction
To emphasize the severity and seriousness of the issue, our
messages are clear. We give no mixed signals or leave
messages to open interpretations. Our tone of voice is
direct and dark, which connects with our target audience
on an emotional level that helps in eliminating any
confusion or the chance to interpret messages differently.
The dark tone of voice is the honesty surrounding this
issue; its not a happy subject matter. Even though we take
an honest, blunt approach to our ads, the creative direction
always includes a hopeful, brighter message in them. We
want our target audience to know that throughout this dark
time, there is hope.
We utilize visuals more than copy because we want to
really connect with our audience, and research shows its
best to do so in the form of visual stimulation.
17. Call To Action
Through positive affirmations sent via social media we will reach
those affected (or not) and help them manifest their needs and
bring positive, permanent change to their life. After a period of
time, these encouraging words streamed by our brand will become
inner dialogue of those individuals, leading to a change in their
thoughts.
Print ads in schools will provide necessary resources for those who
wish to utilize them. Phone numbers, social media information, and
visual imagery will educate both those who are suffering and those
who are not. By being equipped with these resources, our target
audience will know there are things they can do to prevent the loss
of a human life.
Broadcast advertisements will use pathos as a tool to connect with
viewers and establish an emotional connection. This will ensure
that those who are suffering reach out for help, and those who
know someone who is suffering reach out to them.
18. Suicide Prevention Public Service
Announcement (click to start video)
Link to video on YouTube - http://www.youtube.com/watch?v=OxL5PK9SC1w
20. Bibliography
National Institute of Mental Health
http://www.nimh.nih.gov/health/publications/suicide-in-the-us-statisticsand-prevention/index.shtml
Center For Disease Control and Prevention
http://www.cdc.gov/ViolencePrevention/pdf/Suicide_DataSheet-a.pdf
To Write Love on Her Arms
http://www.twloha.com/
Michaelson, Ingrid. Turn To Stone. 2009. MP3 (Public Service Announcement)