Institutional campaigns for suicide prevention in Spain. Analysis of strategic change in its social communication: Case of the Valencian Community

Abstract

This research sought to address the concerns around talking about suicide in the media, especially due to the scarcity of social prevention campaigns in the current context. Data provided by the WHO show there is a serious public health problem, being the second highest cause of death among young people aged between 15 and 29 at global level. On the other hand, the media rejects treating with suicide publicly because of the influence of the so-called Werther Effect, able to create a "pull effect". However, a parallel theory named the Papageno Effect confirms that positive coverage of suicide in the media can help to prevent it. The formulas employed in advertising coverage of a public interest issue can be revealed by means of a compilation of the main national campaigns and an analysis of the first prevention campaign in the Valencian Community. Future strategies include making the issue visible, raising awareness and education. Furthermore, expert opinion validates this approach and encourages visibility of the phenomenon so as to break the taboo, myths and stigma around suicide.