Samaritans of Singapore and TBWA launch a campaign urging people to take suicide seriously
“The weather is so hot I want to die.” “If the train delays again I might kill myself.” “My WiFi is down. #killmenow”
People use these types of phrases all the time, both online and in everyday conversations. It’s a way to dramatise a situation, but they never actually intend to take their own life. However, many don’t realise that trivialising suicide can hurt the people around them who might be struggling with suicidal thoughts or even those left behind by it.
Therefore, as part of Suicide Prevention Awareness Month, TBWA\Singapore has partnered with Samaritans of Singapore (SOS) to launch a campaign using these common but hurtful expressions to get the public talking about suicide seriously.
In previous years, SOS distributed black plasters to be worn on people’s inner wrists as part of the #howru campaign, encouraging people to start conversations – the first step to suicide prevention. This year’s campaign has evolved with the aim of educating people about suicide and encouraging the right conversations about the severe and complicated issue.
Christine Wong, Executive Director of SOS, said, “For the past two years, we encouraged people to break the silence by wearing a black SOS plaster on their wrist. But suicide prevention is more than creating awareness during this month. It’s about having the right conversations about suicide every day.”
In 2016, there were a total of 429 suicides reported, with youths aged 29 and below making up the highest proportion among other age groups. Therefore, the campaign puts a spotlight on the way millennials make light of suicide, especially on social media.
“By tapping into this popular cultural trend, we hope to bring attention to the issue of suicide and its real causes,” said Gary Steele, Executive Creative Director of TBWA.
“This lack of sensitivity shows the urgent need for society to better understand this hidden phenomenon,” commented Wong. “Misconceptions about suicide still exist. For instance, those who don’t understand the underlying causes still see suicide as an act of weakness.”
It is important to create an environment of support where those at risk of suicide can be comfortable talking about their feelings without fear of judgement or dismissal. This begins with greater awareness, education, and sensitivity toward suicide, even in our daily conversations.
There are many reasons why someone might want to end their life, but it is often due to a combination of stressors that reduce a person’s ability to cope. The common stressors of SOS callers include family relationships, academic or work pressure, financial worries, and chronic health problems.
Studies have also shown that people with mental illnesses are at a greater risk of suicide. Affecting people both psychologically and physically, these mental health conditions can directly contribute to suicidal thoughts and behaviour.
SOS hopes to work with government bodies on tackling the issue as the World Health Organisation (WHO) notes that the key to reducing suicides is ‘a commitment by national governments to the establishment and implementation of a coordinated plan of action’; and the collaborative effort of the social service, health, judicial, employment, education sectors and the community.