SAMH launches Ask Them About Suicide campaign

28th November 2022

SAMH (Scottish Association for Mental Health) is calling on people across Scotland to break down barriers and have direct, open conversations about suicide with someone they think may be experiencing suicidal thoughts.

Estimates show that one in 20 people have thoughts of suicide[1]. It might not be obvious that someone is thinking of suicide, and you may feel hesitant starting that conversation, but it can be crucial in giving that person the permission they need to open up.

Ask Them About Suicide, a campaign shaped by people who have been affected by suicide, aims to empower anyone to ask the question ‘are you thinking about suicide?’ with confidence and bravery. If you’re worried about someone, asking them about suicide could save their life.

The campaign follows research by SAMH showing that although 64 percent of people were comfortable talking about suicide generally, only 41 percent would feel comfortable asking someone they know if they are feeling suicidal[2].

Kira, 22, who lives in Glasgow and has experience of living with suicidal thoughts, said: “There’s a lot of stigma around the word ‘suicide’ but I feel like if someone was to ask me I’d have a lot of respect for someone actually using that word, instead of beating around the bush. If you’ve got the bravery to say to someone ‘are you thinking about suicide?’ that’s a big thing. That’s a lot of bravery on their end as well as on the recipient’s end.

“Things are better out than in. When you actually sit down and chat to someone, even if you need a wee cry, you always feel a bit better. It’s like a weight lifted off your shoulders.”

The Ask Them About Suicide campaign is spearheaded by a short film highlighting just how easily someone’s true feelings can be hidden, and how asking the right question can change everything.

People can find out more by visiting the campaign web hub, which shares information to guide practical conversations around suicide and directs people to key resources, such as outlining three ways to support someone who is feeling suicidal: listen without judgement, help them to make a safe plan, and make sure you - and they - know where to turn to seek urgent or further help.

Kira shared the following advice for people who may feel hesitant to have that potentially life-saving conversation: “You can start by writing any questions or hesitations down then go over them while you’re building up the courage to talk in person. There are so many ways that you can address it without being up in someone’s face asking all these questions. I think preparing for a conversation like that is very important.”

Billy Watson, Chief Executive at SAMH, said: “SAMH has a longstanding commitment to suicide prevention, and it is our ambition to play our part in saving lives from being lost to suicide. Our suicide prevention work is one of the biggest motivations to become a SAMH supporter and we are committed to increase our investment in this area. The Ask About Suicide campaign is the next step in delivering on this strategy.

“Every day, our teams are working to support people in their local communities affected by suicide or suicidal thoughts. This is backed up by a national programme – delivery includes training in key settings and peer support programmes such as The Changing Room.

“This campaign has been created alongside people like Kira, with the goal of de-stigmatising direct conversations about suicide, and empowering anyone to ask the question that might help save a life. In helping us to develop this campaign, people who have been affected by suicide tell us this is the most important question you can ask.”

Campaign adverts will appear across social media, a wide range of podcasts and on TV, with the support of our partners STV. The first TV advert will premiere during Coronation Street on Monday 28 November.