Fancy reading up on it?

Nothing in this campaign is guesswork. Here's what backs each part of it:

• Sudden calm after a low patch can mean a decision's been made, not that things are better. → Zero Suicide Alliance — Warning Signs

• Letting things slide — neglected self-care is a real warning sign, not laziness. → SPRC — Warning Signs of Suicide

• Drinking more than usual often masks the real problem rather than fixing it. → Samaritans — Men and Suicide

• Dark jokes and burden comments are a genuine warning sign, whatever tone they're said in — SPRC/JED — Warning Signs of Suicide — and asking about them directly doesn't increase risk, avoiding the question does — Crawford et al., BJPsych (2011)

• Going quiet — staying connected is one of the most consistently evidenced protective factors there is. → SPRC / CDC — Social Connectedness

• Why crisis looks sudden but isn't — the "big build": distress accumulates quietly long before it's visible. → Samaritans — Men, Suicide and Society (2012)

• Our Explore, Map, Act approach is built directly on our own Safeguarding Guide, which draws on NHS suicide prevention guidance.

• The scale of it — men account for roughly three-quarters of UK suicides. → ONS, 2024 registrations