23/04/2026
*Sensitive Topic*
Talking about su***de matters — but how we talk about it matters just as much.
Silence doesn’t protect people. Evidence shows that asking about suicidal thoughts does not increase su***de risk — in fact, acknowledging and talking about su***de can reduce distress and improve mental health, particularly for people who are already struggling.
But there’s an important balance.
Research also shows that certain types of media coverage and online discussion can unintentionally increase su***de risk, particularly among young people and those who are psychologically vulnerable. This is known as su***de contagion — and it’s something we all need to be mindful of, especially on social media.
So what does responsible conversation look like?
In an article ‘It’s good to talk, but it matters how we do it’ by Rosie Allister (researcher and manager of the Vetlife Helpline) Rosie describes some tips in how we communicate.
🔹 Be careful with language
Avoid sensationalist terms like “epidemic”, “spike”, or “crisis”. Never describe methods of su***de.
🔹 Avoid oversimplification
Su***de is never caused by one thing. Reducing it to a single factor risks harm and misinformation.
🔹 Challenge stereotypes
Avoid narratives that portray veterinary professionals as martyrs or suggest their death makes problems more “valid” or visible.
🔹 Respect the bereaved
Online discussions can be deeply distressing for those grieving. Avoid speculation, blame, or assumptions about someone’s thoughts or circumstances.
🔹 Avoid romanticising or memorialising in harmful ways
Pages or posts that frame death as a release can increase risk for vulnerable individuals.
🔹 Always signpost support
Balance difficult conversations with hope, recovery, and clear pathways to help.
💙 We should talk about su***de — openly, honestly, and compassionately.
But we also have a responsibility to ensure our words protect rather than harm, especially in public spaces like social media. Remember, if you are concerned that someone may feel suicidal, asking them directly is okay, evidence shows that asking about suicidal thoughts does not increase su***de risk. Ensure you also support and act compassionately to yourself and signpost to professional help.
If you or someone you know needs support, please reach out:
Vetlife Helpline (UK): 0303 040 2551
https://www.vetlife.org.uk/
Samaritans
Other trusted support/helpline
Speak to a trusted professional
‘It’s good to talk, but it matters how we do it’
https://bvajournals.onlinelibrary.wiley.com/do/10.1002/vetr.00200001
Dazzi T, Gribble R, Wessely S, Fear NT. Does asking about su***de and related behaviours induce suicidal ideation? What is the evidence? Psychol Med. 2014 Dec;44(16):3361-3. doi: 10.1017/S0033291714001299. Epub 2014 Jul 7. PMID: 24998511.