A recent suicide prevention media campaign in the Mid-Norway region has sparked concern after a comprehensive study revealed that the initiative had little to no impact on public attitudes towards suicide, mental illness, and help-seeking behaviours. The findings, published in the journal BMC Psychiatry, raise questions about the effectiveness of such campaigns and highlight the challenges of influencing public perceptions through media-driven efforts.
Suicide remains a significant public health issue in Norway, with approximately 650 individuals taking their own lives each year. Despite widespread awareness of the problem, many individuals at risk do not seek help, particularly from specialist mental health services. In response, the Norwegian Directorate of Health launched the “Talk about Suicide Thoughts – It May Save Lives” campaign in late 2022, targeting both those at risk and their social networks. The campaign, which ran across print, digital, and social media, as well as outdoor posters, was designed to encourage conversations about suicide and promote help-seeking.
The campaign featured various elements, including life-sized posters displayed in public areas, interviews with individuals affected by suicide, and a one-minute film clip highlighting the importance of talking about suicide. The initiative aimed to increase mental health literacy and reduce the stigma associated with seeking help for mental health issues.
To evaluate the campaign’s effectiveness, researchers conducted pre- and post-campaign surveys with 1,149 adults in the Mid-Norway region. The surveys assessed changes in attitudes towards suicide, mental illness, and help-seeking behaviours. Despite the campaign’s wide reach – estimated to have exposed the entire adult population in the region to at least one campaign element – findings indicate that the campaign had a minimal impact on shifting public attitudes.
The study revealed that there were only marginal changes in attitudes and help-seeking literacy following the campaign. Notably, there were some negative shifts, particularly among men, who reported feeling less able to trust friends and family in times of need after the campaign. Additionally, while a small increase was noted in the number of people willing to contact their GP for suicidal thoughts, this change was not sufficient to counterbalance the overall lack of significant improvement in attitudes.
The researchers highlighted several possible reasons for the campaign’s limited success. One major factor was the campaign’s complexity and the use of multiple, potentially unclear messages. The study suggests that more straightforward and focused messages might have been more effective in engaging the public. Furthermore, the timing of the campaign, which coincided with the busy pre-Christmas period, may have also contributed to its reduced visibility and impact.
The findings of this study underscore the challenges in using media campaigns to address complex public health issues like suicide prevention. While raising awareness is an important step, the study suggests that such campaigns alone may be insufficient to bring about meaningful changes in public attitudes and behaviours. The researchers recommend that future campaigns adopt a more targeted approach, with simpler, clearer messages that are repeatedly exposed to the public.
The study also indicates that combining media campaigns with other interventions, such as improving access to mental health services and training healthcare providers, may be more effective in reducing suicide rates. The researchers also emphasised the need for further research to explore the long-term effects of such campaigns and their impact on actual help-seeking behaviours.
