Media and safe messaging

The words we use when talking about suicide, in the media or in conversation, can either protect people or unintentionally increase risk. Safe messaging saves lives.

What it is

Safe messaging refers to guidelines for discussing suicide responsibly, whether in news reporting, social media posts, or everyday conversation. Research consistently shows that how suicide is portrayed can influence vulnerable people, sometimes increasing risk through detailed or sensationalised coverage, and sometimes reducing risk through stories that highlight help-seeking and recovery. This isn't about silence - it's about care in how we speak.

Signs to notice

Unsafe messaging often includes:

• Detailed descriptions of the method or location of a suicide.
• Sensational headlines or language that frames suicide as dramatic or inevitable.
• Presenting suicide as a solution to problems like debt, heartbreak, or failure.
• Speculating on reasons without full information.
• Images of the location, method, or grieving family in distress.
• Repeated, prominent coverage that can normalise suicide as a response to pain.

What helps

• Focus on the person's life, not the details of their death, if sharing about someone who has died by suicide.
• Avoid describing the method or location, even in casual conversation or on social media.
• Include messages of hope and help - mention that support is available and recovery is possible.
• Share crisis line numbers when discussing suicide publicly, so anyone struggling has somewhere to turn.
• Use respectful language - say "died by suicide" rather than terms that suggest crime or failure.
• Think before sharing news articles or posts about a suicide - consider whether the content is safe for someone who may be vulnerable.
• If you're a manager, teacher, or community leader, consider gently guiding conversations after a loss towards support and connection rather than speculation.

When to reach out for help

If discussing or reading about a suicide brings up your own distressing thoughts, or if you notice someone else struggling after exposure to unsafe content, reach out for support straight away rather than processing it alone.

Getting help in South Africa

SADAG provides media guidelines and support for journalists, employers, and community leaders wanting to communicate safely about suicide. Cleared Mind's EAP counsellors are also available if this topic has affected you personally, and can help you process difficult feelings in a safe space.

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If you or someone else is in immediate danger, reach out now. SADAG Suicide Crisis Helpline (24h): 0800 567 567 or SMS 31393. SAPS 10111, ambulance 10177, GBV Command Centre 0800 428 428.