Project 84

Social cues explain why Project 84 didn’t reduce deaths by suicide because the more people see others engaging in certain behaviours – even unhealthy and destructive behaviours like suicide – the more likely they are to repeat those behaviours.

We are influenced by people in general but we’re even more influenced by people who are more like us – people who are the same age or gender or share a similar background. That’s why when the actor Robin Williams died by suicide, more middle age men followed his lead.

What do the researchers say would work better? Sharing stories of help-seeking and recovery.

These messages are linked to decreased stigma and reduced suicide rates. These positive messages can influence behaviour change in a few ways. Social learning happens by watching others. Stories of recovery do more than offer hope. They help people believe that they can do it, too. That’s true especially when the storyteller is ‘someone like me’. These relatable storytellers become role models who make people believe that recovery is possible. They also help people focus on the positive outcomes of help-seeking, which can further prevent suicide. Uplifting messages also improve mood which increases a person’s belief in their capacity for change, and can help them think and act differently about the problem.