Don't talk around it

PROBLEM
Many parents of young adults struggle with how to respond when they suspect their child is experiencing mental health issues or suicidal thoughts. Without knowing what to say, they often end up asking surface-level questions, such as, “Did you have a good day at school?” or “Any plans for the weekend?” But when you notice your child struggling it’s important not to talk around it, but to be straightforward.

SOLUTION
The campaign encourages parents to ask direct questions, such as, “How are you really feeling?” and even, “Have you ever had suicidal thoughts?” By addressing these issues openly, parents can create a safe space for their children to share what’s truly on their minds. Besides motivating, the campaign helps parents learn how to talk about suicide.

CREATIVE
Through film, a radio commercial, and testimonials from real parents, the audience is encouraged not to avoid the conversation about suicide. Indirect questions like, “Did you have a good day at school today?” were designed to be non-straightforward. Direct questions like, “How are you really feeling?” were designed to be direct.  Additionally, animated what-if situations pose the question to parents, "What would you say?" if their child is having suicidal thoughts. Ending with the suggestion not to talk around it, and leading to a dedicated website (113.nl/ouders) that offers tools to help parents have better conversations about suicide.