A YouGov survey commissioned by the Campaign Against Living Miserably (CALM) has revealed that family, loved ones, and hope are the main reasons people experiencing suicidal thoughts choose to stay alive. Released on World Suicide Prevention Day on 10th September 2025, the study highlights the role of personal connections and optimism in suicide prevention.
The survey found that over 30% of respondents had experienced suicidal thoughts. Across gender, ethnicity, sexuality, and socioeconomic status, “family and loved ones” was the top reason for choosing to stay, followed by “hope that things can improve”.
CALM is using World Suicide Prevention Day 2025 to raise awareness of the “Papageno Effect”, where sharing stories of survival encourages others to seek help. Simon Gunning, CEO of CALM, said: “The way we speak about suicide, and the way that it’s reported, holds such power. Whilst we know that overly sensationalist, detailed reporting can lead to increases in suicide, the brilliant thing is that the opposite is also true. Those with a platform – whether it’s news publications or individuals on social media – have the ability to save lives by highlighting stories of survival, because these stories provide a pathway for someone who might identify with them. It shows them that survival is possible, it can encourage them to seek help, and it says that no matter what today brings, tomorrow is better with you in it.”
The urgency of these efforts is underlined by the latest Adult Psychiatric Morbidity Survey, which shows that one in four people in the UK have had suicidal thoughts, up from one in five in 2014.
Alicia Robinson, Marketing Director at CALM, said: “We are getting better as a society at taking that first step when it comes to either seeking help or reaching in. What we’re hearing now is that people don’t know where to go after that point, which is why we’ve placed a real emphasis on practical support. We have a series of guides, in addition to our CARE Kit, to give everyone the skills they need. The really important thing to emphasise is that if someone opens up to you, no one is expecting you to be the expert. Your job at that point is to help that person get the help they need, and we’re here to show you exactly how to do that.”
CALM provides free resources including the CARE Kit, which offers practical suicide prevention skills. Its guides give advice for managing mental health and supporting others in crisis, while its helpline supports people experiencing suicidal thoughts, those concerned about others, and those grieving a suicide loss.
Survey respondents also shared personal reasons for staying alive. One said: “Holding on to a memory of one time when my young son was bitterly disappointed by something he’d been really looking forward to at primary school that didn’t happen… I held on to the image of his crumpled face and tried to imagine how he’d feel (his facial expression) on being told that he’d been abandoned by me.” Another noted: “Life is meaningful and there are so many good things waiting beyond the bad.”
Others offered messages to those considering suicide. One said: “I’d want them to know that their life has value, even when it feels invisible—that their presence makes a difference, and the world is better with them in it.” Another added: “You will feel moments of joy even if it’s playing your favourite sport, listening to a funny podcast, enjoying your morning coffee. Hang onto the smallest things you find yourself smiling about. Those are the things which can get you through days when you feel like it’s just not worth carrying on.”
CALM’s helpline and online resources are available for anyone needing support.
