Scotland’s new national suicide prevention campaign went live on Wednesday 16 April 2025. The campaign asks a simple question, "What if a conversation about suicide could save a life“?

It features four people with lived and living experience of suicide, each of whom agreed to share their story having been bereaved by, attempted or actively considered suicide.

The idea behind the campaign is that we need to normalise talking about suicide and give people the confidence to have a conversation that might just save someone’s life.

Alongside the campaign, a new website with a range of information, resources and a new local services directory is being launched at suicideprevention.scot.

This work is led by Suicide Prevention Scotland, the community of organisations working to deliver the Scottish Government and COSLA’s joint suicide prevention strategy, Creating Hope Together.

In addition to those with their own experiences of suicide, the campaign was developed with a group of people which also included those with professional experience and academic expertise. Suicide prevention specialists from local areas (Forth Valley and Ayrshire) were also involved, as was SeeMe, Scotland’s national programme to end mental health stigma and discrimination.

Suicide Prevention Scotland’s National Delivery Lead Haylis Smith who lost her uncle Joe to suicide said:

“This is an extraordinary campaign. It’s deeply moving, extremely personal, and yet is full of hope. It is also very bold, which is no wonder given it was completely co-produced with people who bring their own experiences.

“The message could not be clearer: if you’re worried about someone, ask them how they are, ask them if they are thinking about suicide. Talking about suicide is the best way to prevent it from happening. And if you’re worried about yourself, please reach out. It might be the bravest thing you ever have to do, but it will probably be the best thing you ever do, too.”

Cllr Paul Kelly, COSLA’s Health and Social Care Spokesperson added:

“Within COSLA and across all spheres of Government, we recognise the importance of early intervention – providing the right support at the right time as early as possible. I’m confident that this campaign will contribute to our early intervention outcomes by prompting people to have vital conversations about suicide that might just save a life.

"I commend Seonaid, Ross, Clare and Laura for sharing their stories and helping to encourage these conversations. They are all active members of our communities with lived and living experience, which is an essential factor in helping to normalise talking about suicide and ensuring people in need are supported within their local communities."

If you are having thoughts of suicide, please reach out for help, speak to someone you trust or call one of these helplines:

Samaritans 116 123 or use the online chat at samaritans.org

Breathing Space 0800 83 85 87NHS 24 mental health hub on 111

If you are ever in immediate danger or have the means to cause yourself harm, you should dial 999 and request an ambulance.