Abstract
BackgroundThe Interpersonal Theory of Suicide posits that there are three key elements of suicidal behavior: perceived burdensomeness, thwarted belongingness, and the acquired capability for suicide. The digital campaign Better Off With You was developed to directly challenge the idea of perceived burdensomeness among people who are contemplating suicide in 2 communities within Australia.ObjectiveThe aim of this study is to explore the needs and preferences of people with lived experience of suicidal thoughts and actions to inform the development of Better Off With You.MethodsThis study involved a series of focus groups that aimed to discuss campaign messaging, scope, and approach. People with lived experience of suicidal thoughts and actions attended the focus groups. After the completion of initial focus groups, the results informed the creation of campaign collateral by creative agencies. Early versions of the campaign collateral were then presented in the user testing sessions. Transcriptions were analyzed via thematic analysis.ResultsIn total, 13 participants attended the focus groups and 14 attended the user testing sessions. The following three overarching themes were presented: acceptability, safety, and resonance. Participants believed that suicide is a serious and ongoing issue in their communities and welcomed a localized suicide prevention focus via peer-to-peer storytelling. The idea of perceived burdensomeness required clarification but was perceived as acceptable and relevant. Participants seemed drawn toward peer narratives that they perceived to be authentic, genuine, and believable as given by real people with lived experience. Campaign messaging needs to be clear and empathetic while directly talking about suicide. Participants did not anticipate any significant negative or harmful impact from any campaign videos and highlighted the importance of providing appropriate help-seeking information.ConclusionsThis iterative study provided important insights and knowledge about peer-to-peer storytelling in suicide prevention campaigns. Future campaigns should involve simple messaging, be validating and empathetic, and consider including a lived experience perspective.
Highlights
BackgroundIn 2016, there were approximately 800,000 deaths by suicide globally [1]
The aim of this study is to explore the needs and preferences of people with lived experience of suicidal thoughts and actions to inform the development of a digital peer-to-peer suicide prevention campaign pilot, Better Off With You, targeting perceived burdensomeness in 2 Australian communities
The results are presented chronologically below, with each subphase structured according to 3 themes: acceptability, safety, and resonance. These overarching themes were applied on both the focus groups and user testing sessions and are discussed in relevance to each iterative stage
Summary
BackgroundIn 2016, there were approximately 800,000 deaths by suicide globally [1]. In Australia, approximately 2.1 million people aged 16 to 85 years have thought about taking their own lives at some point [2]. To understand antecedents to suicide, one of these key theories—the Interpersonal Theory of Suicide—posits that there are 3 key elements of suicidal behavior: perceived burdensomeness, thwarted belongingness, and the acquired capability for suicide [4]. There is some concern that the misuse of social media could possibly lead to the risk of contagion [11], where suicidal behavior, thoughts, or deaths spread through a group or community. The digital campaign Better Off With You was developed to directly challenge the idea of perceived burdensomeness among people who are contemplating suicide in 2 communities within Australia. Objective: The aim of this study is to explore the needs and preferences of people with lived experience of suicidal thoughts and actions to inform the development of Better Off With You. Methods: This study involved a series of focus groups that aimed to discuss campaign messaging, scope, and approach. Future campaigns should involve simple messaging, be validating and empathetic, and consider including a lived experience perspective
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