1. Understanding Suicide Prevention Public Affairs Guidance
Lt. Col. Laurel Tingley, SAF/PA
Mr. Jon Stock, AFSG/PA
Maj. Kathleen Crimmins
AF Suicide Prevention Manager
22 Aug 2013

2. Overview Messaging shift Strength-based messaging
Suicide Prevention Do’s and Don’ts
Helpful program to promote
Additional Advice
PA Posture
Website and resource
Web & Social Media Comment Moderation Policy
Contact us
Questions

3. A Shift in Messaging
Since the publication of the 2010 Volpe report on suicide in the military, incorrect messaging on suicide has be highlighted as potentially encouraging it and may actually inadvertently glorify suicide rather than discourage it.
Wether vs. Papageno Effect
When discussing suicide publically, researchers have found strong evidence that certain practices are associated with suicide clusters, copycat suicides and increased suicide rates.
In 2011, the Air Force switched messaging away from an emphasis on suicide to a focus on overall airman fitness, strength, and resilience.
The Strength-based messaging approach
Examples of messages exist in the revised Suicide Prevention PAG available at xxxxxxxxx
- Since the publication of the 2010 Volpe report, there has been an increased focus through out the DoD on the correct messaging for suicide prevention Past messaging efforts, may actually inadvertently glorified and encouraged suicide rather than discourage it.
- When discussing suicide publically, researchers have found strong evidence that certain practices are associated with suicide clusters, copycat suicides and increased suicide rates. This practices are the misuse of statistics, prominent and frequent use of the word suicide in headlines and articles that make suicide seem more common. As well as use of dramatic words like “epidemic” and “skyrocketing”
In 2011, the Air Force switched messaging away from an emphasis on suicide to a focus on overall airman fitness, strength, and resilience.
-The Strength-based messaging approach focuses on the fact that most people are resilient and cope responsibly and appropriately with a variety of stressors each and every day. They learn from these experiences and how to apply these skills to similar situations. We expect that our Airmen will do the same. We want our messages to reflect this approach. Strength based messaging should focus on on resiliency; promoting our Wingman Culture, stressing personal responsibility to seek help; highlighting stories of individuals who were in crisis, responsibly sought help and recovered; discussing factors for those in crisis and available helping resources; removing barriers to responsible help-seeking, promoting healthy behaviors as coping messages.
Airmen will consider and pursue positive options instead of self-defeating behaviors using this approach.

4. What are strength-based messages?
An explanation of Strength-based messaging
Focuses on using people’s strengths to overcome challenges and with the expectation that they will be successful
Airmen with strong mental, physical, social and spiritual fitness have the ability to withstand, recover and/or grow in the face of stressors.
It is a sign of strength to seek help.
Good Wingmen ask for help when they are in crisis.
Strong Airmen take care of themselves so they are available to support the mission as well as their family, friends, and fellow Wingmen.
The Air Force wants its Airmen to thrive in good times and bad
Focuses on the expectation that people can effectively resolve challenges in all areas of life and are expected responsibly seek help/support to do so
Papageno Effect

5. Suicide Prevention Do’s and Don’ts
Focus on the majority of Airmen who are handling stressors appropriately
Highlight examples of individuals in crisis who sought help and recovered
Emphasize protective factors what Airmen can do to strengthen them
List Integrated Delivery System (IDS) resources and other resource options like Military Crisis line
DON’T:
Overuse the term “suicide.” When possible refocus the discussion on strength and resilience.
Glorify suicide by focusing on the positive qualities of the deceased
Over represent prevalence of suicide—suicide is a rare phenomenon
Put suicide in the headline of a news article
Cite suicide statistics—they are rarely understood

6. Helpful Programs to Promote
- Recovery Care Program - Fitness Centers - Marriage Care Retreats - Personal Financial Counselors - AF Youth Programs - Stress Management Classes - New Parent Support Program - Intramural Sports Leagues - Airman/Family Readiness Centers - Yoga Classes - Airman Ministry Centers - Mental Health Programs - Military OneSource - Military Crisis Line ( TALK)
*The agencies that make up the IDS provide most of these programs.

7. Additional Helpful Advice
For Suicide Prevention month:
Partner with the Community Support Coordinator and the Installation Suicide Prevention Program manager on articles
Consider holding training for installation leadership on the PAG and Suicide Prevention Guidance Card (part of MICT checklist)
Assist senior leaders with crafting messaging that publicly promote responsible help seeking as a sign of strength and remove barriers to getting help (teasing, humiliate, haze, etc.)
Highlight different IDS resources on base with contact information
Promote use of the Military Crisis line.

8. PA Posture Internal: Active
Highlight people, programs and websites for help
Partner with IDS members for articles on classes and resources (Mental Health, Chaplains, EO, Airman and Family Readiness, etc.)
Upcoming significant events/dates to highlight are:
September is Suicide Prevention Awareness Month
10 Oct - National Depression Screening Day
New CSAF and CMSAF videos should be available before end of year
External: RTQ
PAG is available for basic questions, but SAF/PA is available if questions fall outside of scope of the PAG.

9. Resources & Website updates
A 2011 Pew Internet study found 80 percent of adult Internet users have looked online for health information.
The 2011 ―Where Airmen Get Information (WAGI) study confirmed websites are Airmen’s’ No. 1 preferred channel for information
ALL AFPIMS sites have link to official website:
Installation medical webpages should have “Military Crisis Line” website and number near top, right under “Urgent Care” tab:

10. Web & Social Media Comment Moderation Policy
According to AFPAA, recently there has been a rise in direct suicide threats & distress comments on AF web and social media
Use the PAG comment moderation policy
Helpful Tips
Do NOT engage directly with individual using personal or social media accounts
If possible, encourage user to contact the Military Crisis Line and contact MCL for comm. guidance
If individual is in global system, contact their command post to follow up. Direct intervention may be needed.
If unable to locate in system and aware of their contact info, pass this along to MCL for follow up.
If you encounter comments regarding a direct threat of suicide or someone in distress on your installation’s website or social media, you are NOT recommended to engage directly with the individual using your personal account. However, you are recommended to immediately contact the Military Crisis Line for guidance 24/7 at TALK (8255) and press “1” for military for guidance.

11. Contact Us
All questions outside the scope of this guidance should be referred to SAF/PAO by calling Air Force Public Affairs at (703) or after hours at (202)

12. Facebook: www.facebook.com/airforcemedicalservice
QUESTIONS???
Follow the AFMS on social media to share AF-wide suicide prevention posts on your pages
Facebook: