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Preventing suicide stigma in online content

The internet can be an important environment, offering opportunities for connection, understanding, and support. However, it also has the potential to expose people to harmful content that can impact their wellbeing or deepen their distress. Recognising this duality, NSPA members recently came together to explore the internet’s role in suicide prevention and discuss strategies to reduce suicide stigma online. This post highlights key insights from that discussion. While not a comprehensive overview, it reflects on the main themes that emerged from our discussion. A special thanks to Ariel Hemsi (Digital Products Manager, Online Excellence Programme at Samaritans) for sharing insights.

Close-up image of someone's hands holding a mobile phone.

Navigating the internet’s benefits and risks

For many people, the internet can provide a helpful means of support, offering opportunities to: 

  • Understand personal experiences. 
  • Connect with others facing similar struggles. 
  • Express feelings privately in an often anonymous space.
  • Access immediate support during moments of crisis.  

At the same time, the internet can expose people to risks. While online spaces can offer peer support, stories of hope, and access to valuable resources, they can also present challenges, such as exposure to unhelpful or distressing material. 

Balancing these supportive and risky aspects requires thoughtful strategies to amplify positive content and minimise potential harm. Recognising this dual role of the internet is a helpful starting point to create safer online environments for people. 

The importance of sensitivity in online content

The way content is experienced often depends on the emotional state of the viewer. Positive content can encourage connection and help-seeking, but it must be shared with care to ensure it feels accessible and supportive to all. 

Conversely, some material can unintentionally cause harm if it is not framed sensitively. Both the intent and presentation of content play a critical role in its impact. Sharing content responsibly, with careful consideration of its potential impact, is essential in preventing unintended harm and fostering a safe online environment. 

The importance of language in online content

Language plays a vital role in shaping perceptions, reducing stigma, and fostering connection online. During the discussion, members highlighted the need for sensitivity in the words used around suicide and mental health. 

We discussed avoiding the term ‘committed suicide’ as it carries outdated criminal connotations, instead replacing it with less stigmatising language. Members also shared that making overly optimistic statements like ‘there is always hope’ could unintentionally feel dismissive or invalidating to someone in crisis. One organisation addressed this challenge by taking about “realistic hope” through lived experience facilitators. 

By using inclusive, empathetic, and context-sensitive language, practitioners and content creators can reduce stigma, foster understanding, and create supportive environments that resonate with diverse needs and experiences. 

Empowering practitioners to discuss online activity

Online activity can have a significant impact on our wellbeing. Despite this, a recent Samaritans survey revealed that 90% of 80 people with lived experience of self-harm and suicide surveyed had never been asked about their online habits in relation to self-harm or suicide. This highlights a significant missed opportunity to identify potential risks and support people to stay safe online. 
 
Practitioners don’t need to be digital experts to foster meaningful conversations about online activity. Instead, they can: 

  • Encourage individuals to share their online experiences without fear of criticism or misunderstanding. 
  • Use these discussions to encourage people to reflect on the impact their online use has on their mood and see if they want to make any changes.
  • Integrate insights from these conversations into personalised plans that promote safer online behaviours. 
  • Integrate insights from these conversations into personalised plans that promote safer online behaviours.

Practical tools and strategies for safer online spaces

Creating safer online environments requires a mix of simple actions and innovative tools. Individuals can: 

  • Unfollow or block harmful accounts to limit exposure to distressing content. 
  • Mute keywords or hashtags to create a more positive digital experience. 
  • Refresh recommendations feed.
  • Report harmful content to platforms. 
  • Use content warnings to prepare for sensitive material. 

Directing people to charity-led online communities like Side by Side, Togetherall, Kooth, or The Mix can also provide safe spaces for connection and support. 

Innovative tools can further enhance online safety. Members spoke about the Stay Alive app which offers customisable safety plans, grounding techniques, and a resource directory. Members also spoke about their experiences of using the Ripple tool to intercept harmful searches and redirect users to supportive resources.  

Combining these steps and tools can help to create a holistic approach to online safety.  

Emerging tools and collective action for safer online spaces

Creating safer online environments requires collaboration across sectors, combining the expertise of people with lived experience, mental health practitioners, content creators, tech developers, and moderators. During the discussion, participants explored how emerging technologies, such as AI tools like chatbots, are being used for emotional support. While these tools are still being developed, their rapid development raises questions about ethical implementation and the need for regulation.  

Regulation is essential, but small, tailored actions can make a meaningful difference. Thoughtful language, practitioner training, and the use of digital tools can all contribute to a more supportive digital environment.

For practitioner tools and resources on the internet and suicide, visit the Samaritans Guidance for Practioners. Guidance on sharing experiences of self-harm and suicidal feelings online safely is also available.