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From the 14th Annual Shorty Awards

Together, We Can Help #StopSuicide

Finalist in Public Service Announcement

About this entry

Many have experienced fear, anxiety, and uncertainty due to the pandemic, leading people to become increasingly comfortable talking about mental health. But, the topic of suicide is still scary for many people. 


We’ve seen incredible progress around the importance of mental health in the past few years, but there’s still work to be done when it comes to suicide prevention.


Research shows that learning about what leads someone to suicide, the ways we can help prevent it, and about available resources, we can empower communities to address this leading cause of death and together, we can help stop suicide.


We embarked on a journey to share information, start conversations, and provide education around suicide prevention. The campaign was brought to life over nearly three months across a vast ecosystem of channels, with creative assets and messages tailored to each platform and audience.


At the heart of this effort, AFSP hosted World Suicide Prevention Day Live: a Facebook Live event that brought together communities and perspectives from around the world and raised money for our organization, which goes toward research, advocacy efforts, education and loss support programs, and more. We surpassed our goal of securing 10 panelists for three hours and featured over 30 panelists with diverse backgrounds across research, entertainment, advocacy and more, during an eight hour livestream. This allowed us to diversify the topic area and reach people at different times of day, making the event inclusive in both ability to tune in and breadth of perspective shared. 


Why does this entry deserve to win?

Bringing community together to create opportunities for connectedness, storytelling and deeper conversations about mental health was at the heart of our strategy, and we did so in a way that respected comfort levels surrounding distancing through engagement opportunities that have both physical and digital experiences available for everyone.


Awareness began in early August, building momentum for our hero campaign event: World Suicide Prevention Day Live. On World Suicide Prevention Day on September 10th, AFSP hosted an all-day Facebook Live event from 12pm to 8pm ET, bringing together communities and perspectives from around the world at one place and one time. The event featured over 30 panelists with diverse backgrounds across research, entertainment, advocacy and more.


Conversation continued throughout the fall and were reignited during partner events and through influencer engagement.


In addition to these key social activations, AFSP:


We were able to successfully engage individuals, communities, organizations, and media with a global reach to raise awareness for suicide prevention and broaden the conversation around mental health.


Our World Suicide Prevention Day Live event resulted in:


Additionally, sponsored and earned influencer partnerships helped amplify conversation across social media to new audiences and communities. 


Over the entirety of the two-month campaign, between AFSP and our partners, we garnered: 


Throughout September and on World Suicide Prevention Day, media, celebrities, and organizations helped amplify our message. Pearl Jam, VH1, CVS Health, Katie Couric Media, Crisis Text Line, TODAY, BET, Men’s Health and others  shared our message and our World Suicide Prevention Day Live event to their owned channels.


AFSP was also able to grow our national partnership with broadcast giant, Audacy. This included having AFSP as the sole beneficiary for Audacy’s We Can Survive concert at Hollywood Bowl, which raised over $800,000 for AFSP; a co-branded exclusive Out of the Darkness radio station; community Walks PSA radio campaign aired across the country; and AFSP Chief Medical Officer Dr. Christine Moutier as a guest panelist on Audacy’s annual I’m Listening Broadcast.



Video for Together, We Can Help #StopSuicide

Entrant Company / Organization Name

American Foundation for Suicide Prevention (AFSP)


Entry Credits