What if asking about suicide could save a life?

Key headlines: 

• Latest phase of suicide prevention campaign launches across Scotland

• Strong focus on ‘asking’ someone ‘are you thinking about suicide?’

• Follows research from YouGov showing people are less confident to ‘ask’ someone about suicide compared to talking 

• Lived and living experience of suicide is at the heart of the campaign with six new ambassadors introduced 

• Campaign includes new TV ad, out of home, and digital media  

We've launched the latest phase of our groundbreaking public awareness campaign, today (26 February)

Building on the What if theme developed in 2025, it encourages people to ask someone they are worried about, ‘are you thinking about suicide?’

There is still a myth that asking someone about suicide could put the ‘idea in their head’.

Research shows that is not the case, and that intervening can help save a life. 

The next phase of the campaign asks people to consider, What if asking about suicide could save a life? 

Research from YouGov suggests that we have become more confident to talk about suicide over the last five years with 70% confident talking to friends, family or a colleague compared to 66% in 2021. 

But whether it is with family, friends or colleagues, we are less confident (64% across all 3 groups) to ask someone we are concerned about if they are having suicidal thoughts.*

A Scotland-wide TV advert launches tomorrow (27 February) and the campaign will be supported by radio, out of home and digital advertising. 

Importantly, a new series of resources have been developed to support people to have these difficult conversations. This includes three new, short animations that focus on three steps: ask directly, listen & acknowledge, and keep safe.  

The campaign has been co-produced by people with lived and living experience of suicide, alongside people working in suicide prevention and academia. 

Suicide Prevention Scotland is the community of people and organisations who deliver the Scottish Government and COSLA’s suicide prevention strategy, Creating Hope Together. 

On TV we’ll see six new campaign ambassadors featured; there are no actors involved anywhere in the campaign.

We see the story of a man whose family and friends are worried about him. And yet something stops each person from asking him the question; are you thinking about suicide? 

In the end, Jon Stevenson looks to camera and asks, “What if asking me about suicide could save my life.”

Nine years ago Jon made an attempt on his life, after he moved with his family to Italy. Life isn’t always easy, but he’s moved forward and now volunteers at North Ayrshire Wellbeing & Recovery College which is managed by RAMH.

He’s joined by Lindsey Williamson and Jenna Sexton, from Fife.  When Lindsey found Jenna in distress in a gym changing room she asked, 'are you thinking about suicide?' She was, but they went on to find the compassionate support Jenna needed. They’re now best of friends, working at LGBTQ+ charity The Hive. 

Noor Sabha arrived in Glasgow from Jordan nine years ago to study. She lost her close friend to suicide two years ago. Now she’s studying a Master’s on the interpersonal theory of suicide^, as she hopes to turn her grief into something that can help others. 

In 2018, Scott Thomson made a suicide attempt. Having received an ADHD and autism diagnosis, he now talks openly to fiancée Lynn Taylor about his feelings. Lynn has learned how to ask him if he is thinking about suicide. Scott worked closely with University of Strathclyde to develop their new suicide prevention strategy and uses the power of Taekwondo to keep active.

Finally, Jordan Butler doesn’t appear on screen, but he has voiced the TV  and radio adverts and a new series of animation. 

Campaign ambassador Jon Stevenson says: “It was a really intense two days filming the campaign, but I really feel this is going to land well and make a difference because it is sensitive, emotional and powerful.

"We know that asking someone, ‘are you thinking about suicide?’ might need courage, but it can save a life.”

Campaign ambassador Lindsey Williamson added, “It’s amazing to see how the campaign has come together and just how impactful it is.

"Our messages have been presented powerfully and yet gently. Knowing that this will save lives is so important.”

Our national delivery lead Haylis Smith said, “Our campaigns are rooted in real life experiences, and that means people sharing so much of themselves in such a public way.

"I’m in awe of every single person who has joined us, determined that no suicide should ever be inevitable.

"Scotland’s suicide prevention strategy focused on Creating Hope Together, and this is the perfect example.”

This work is led by SAMH (Scottish Action for Mental Health) for Suicide Prevention Scotland. It is delivered by Electrify, a creative communications agency specialising in charity and public sector campaigns. Republic of Media managed media buying for the campaign. 

*Research from YouGov. The survey was carried out online.  October2021. c. 1,001 representative adults (18+) in Scotland. February 2026, 1,026 representative adults (18+) in Scotland.

For talking - We created a variable by taking the net of respondents who selected either “very confident” or “fairly confident” for any of the family, friend, or colleague categories in the confidence scale question, for both the 2021 and 2026 data. 

For asking -  We created a variable by taking the net of respondents who selected either “Not very confident” or “ Not at all confident” for any of the family, friend, or colleague categories in the confidence scale question (asking), for 2026 data.

^The full title of Noor’s Master’s is ‘the interpersonal theory of suicide, capability of suicide and sense of feeling a burden - transition from ideation to attempts’.