JMIR Publications

ABSTRACT

Background:

The Interpersonal Theory of Suicide posits that there are three key elements to suicidal behaviour: perceived burdensomeness, thwarted belongingness, and the acquired capability for suicide. The digital campaign Better Off With You was developed in order to directly challenge the idea of perceived burdensomeness among people who are contemplating suicide in two communities within Australia.

Objective:

This study aimed to explore the needs and preferences of people with lived experience of suicidality in order to inform the development of Better Off With You.

Methods:

This study involved a series of focus groups to discuss campaign messaging, scope and approach. Focus groups were attended by people with lived experience of suicidality. After initial focus groups were completed, the results informed the creation of the campaign collateral by creative agencies. Early versions of the campaign collateral were then presented in user testing sessions. Transcriptions were analysed via thematic analysis.

Results:

Thirteen participants attended the focus groups, and 14 attended the user testing sessions. Three themes are presented: acceptability, safety, and resonance. Participants believed that suicide is a serious and ongoing issue in their communities and welcomed a localised suicide prevention focus via peer-to-peer storytelling. The idea of perceived burdensomeness required clarification, but was perceived as acceptable and relevant. Participants seemed drawn to peer narratives that they perceived to be authentic, genuine, and believable as real people with lived experience. Campaign messaging needed to be clear and empathetic, while directly talking about suicide. Participants did not anticipate any significant negative or harmful impact from any of the campaign videos, and highlighted the importance of providing help-seeking information.

Conclusions:

This iterative study provided important insights and knowledge about peer-to-peer storytelling in suicide prevention campaigns. Such campaigns should involve simple messaging, be validating and empathetic, while including a lived experience perspective is particularly valuable.