Fund a multi-year campaign which should include mass media, social media, workplace toolkits, promotion in schools and universities, media collaboration and clear support signposting. Over five years, this should include development, pilots, evaluation and targeted campaigns for high risk groups.

Suicide is the biggest killer of young people, and is on the rise across the UK. Between 2012-2022, 73% of people who died by suicide were not mental health service patients, and we believe that stigma often stops people seeking help. A public health campaign could engage with suicide prevention charities and: • Normalise conversations about suicide • Increase public confidence in talking about suicidal thoughts • Encourage early help-seeking • Reduce shame and fear associated with suicidal feelings