Language is an important part of suicide prevention. We engage and work with media and content creators to ensure suicide is safely talked about in Aotearoa.
How suicide is reported can be critical to preventing it. When high-profile stories about suspected suicide are spread widely, more suicides can follow. Media have the power to help prevent suicide by sharing stories about people overcoming suicidal crises, which can increase hope and decrease risk.
Our work helps ensure stories about suicide provide messages of hope and recovery and increase understanding.
Offer advice on how to talk, post or report safely about suicide-related topics
Advise on initial concepts and storylines
Give feedback on scripts
Issue media advisories for breaking news stories that may be suicide-related
Guide language about suicide to avoid stigma and stereotypes
Provide workshops and presentations for workplaces, journalism schools and other tertiary providers.
Everyone has a role to play in suicide prevention
The media holds the power to greatly help, or hinder, suicide prevention efforts.
Widely disseminated stories of high-profile suicides can be followed by more suicides in the general population.
Likewise, simplifying the causes of suicide or portraying suicide as a common reaction to tough times can normalise suicide, put people at risk (if they identify with that cause or person) and contribute to misunderstandings about how suicide can be prevented.
When the media focuses stories on suicide with themes of hope, resilience and overcoming crises, it helps provide people with a path through their own crisis. By sharing stories of people who have found strength through struggle, the media can inspire a culture of support and recovery.
“Although suicide is a rare event statistically, a death by suicide has an impact that is often far-reaching. It can ripple beyond those who were immediately connected with the person who died.” Mark Wilson, Suicide media response service
When communicating about suicide:
use safe, inclusive language
only share confirmed information
Don't mention method and location details
include help-seeking information.
There are legal restrictions in Aotearoa New Zealand on what can be made public about a suicide or suspected suicide.
These restrictions are listed in Section 71 of the Coroners Act 2006.Unless you have an exemption from the chief coroner, you can’t make public:
The method or suspected method of the death.
Any detail (e.g. the place of death) that might suggest the method or suspected method of the death.
A description of the death as a suicide before the coroner has released their findings and stated the death was a suicide (although the death can be described as a ‘suspected suicide’ prior).
‘Making public’ doesn’t just mean reporting it in the media - it also includes making public statements, posts on social media and/or in any correspondence.
Until the death has been certified by the coroner, it must be referred to as a ‘suspected suicide’ or, if it was an unexplained or ambiguous death, a ‘sudden death’.
For more information about the Coronial Services of New Zealand visit coronerscourt.govt.nz/suicide
Guidelines for suicide media reporting were updated in 2021 by the Suicide Prevention Office, in collaboration with media outlets, Broadcasting Standards Authority (BSA), Media Freedom Committee and the Media Council.
descriptions of suicide methods
dramatic headlines (including terms like ‘surge’, ‘spike’, ‘crisis’, ‘epidemic’)
repetitive reporting
reporting that depicts suicide as inevitable
reporting that reinforces myths about suicide.
For more information about the Guidelines for suicide media reporting visit www.health.govt.nz/publications/media-guidelines-for-reporting-on-suicide
It’s important to consider what’s being depicted in the image and how it may be viewed by audiences.
The images or video footage that go with a news story or social media post about a suicide or content relating to suicide are equally important. They also need to be consistent with the above language guidelines, and the law.
• Are not graphic or distressing.
• Don’t indicate a specific suicide method or location of the death.
• Don’t reinforce unhelpful stereotypes (e.g. head-clutcher, showing someone isolated or in visible distress.).
Think about the impact on the whānau, friends and wider community of the person who died before including images or content from their social media accounts. You should always seek permission before accessing images.
• Convey a sense of belonging or community (e.g. whānau, people working together or being connected)
• Convey a sense of hope, healing, and recovery (e.g. showing someone being supported)
• Reinforce the message that no one is alone, that help is available and that everyone’s life matters (e.g. include helplines and hopeful images, like a sunrise).
We recommend media outlets and social media moderators hold specific policies around posting and monitoring suicide-related articles/items on all their digital platforms.
Current evidence does not suggest that content warnings are effective in mitigating mental health risks of portraying suicide or self-harm. Content warnings should never replace careful and responsible crafting of messages of self-harm. — The Media and Internet Special Interest Group of the International Association for Suicide Prevention.
To help people know who to contact if they need support, we recommend including free helplines when publishing stories or posts about suicide or mental distress.
Ideally include the following free helplines with your coverage, but if you can only include one, please use 1737.
Myths and stigma around suicide continue to exist. They can frame beliefs and attitudes and make it harder for people to seek help when they need it. Below are some common myths and facts to keep in mind.
Fact: Asking someone about suicide in a supportive way will not put the thought in their head. In fact, it may save their life. Talking about suicide with someone increases the likelihood that they will seek treatment.
Fact: Talking about suicide can be a plea for help. Take it seriously if someone talks about feeling suicidal – be kind and supportive. Find out if they have a plan, and if they do, seek help right away.
Fact: Many people have suicidal thoughts and don’t act on them. Suicidal crises can be relatively short-lived. Immediate help, such as staying with the person, keeping them talking, helping them find reasons to live and offering them hope, can all help avert the crisis. It’s also important that the person seeks appropriate support.
Fact: While people who have experienced mental distress and/or illness may carry a higher suicide risk, anyone can feel suicidal. Many individuals with experience of mental distress and/or illness are not affected by suicidal thoughts. People who are thinking of suicide may display signs of depression and/or anxiety, but not always.
Fact: People who die by suicide often experience intense emotional (or sometimes physical) pain. They may want to end their suffering, or feel like a burden to others, and can see no other way to stop the pain. Sometimes they feel people will be better off without them.
Fact: Recovery from a suicide attempt is not a straightforward process, or a situation simply resolved following the attempt. A person who attempts suicide, and who is still in pain, may attempt suicide again. Making an earlier suicide attempt is a very high-risk factor for another suicide attempt. It is necessary to make sure the person gets the help they need.
Fact: This is a myth that can stop whānau, friends and colleagues from taking action. The truth is that whānau, friends and colleagues can play a crucial role in helping people at risk of suicide get the help they need. Staying connected is key.
There is no health without mental health
Help ensure everyone in Aotearoa has the tools to enjoy positive mental health and wellbeing.
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