With suicide at its highest rate for the past 25 years, Men’s Minds Matter has launched a new campaign for World Suicide Prevention Day.

Created in partnership with integrated advertising agency Media Bounty, ‘Say the S Word’ encourages people to ask potentially life-saving questions and speak to a friend if they think they may be having suicidal thoughts.

The controversial campaign marks World Suicide Prevention Day, and directly tackles the taboo around talking frankly about suicide.

With one in five people experiencing suicidal thoughts in their lifetime, Men’s Minds Matter says that directly asking someone if they’re suicidal can be the biggest step in helping them change their mind.

However, talking openly about suicide is still considered to be more taboo than swearing. The campaign seeks to normalise these uncomfortable but essential conversations.

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The work is live now across out of home and electric ad vans around London. Media space was donated by London Lites and Promo Group. All media partners worked on the project pro bono.

“I’ve been in a situation where I wanted to ask a friend if they were feeling suicidal, but couldn’t get the words out,” said Tommy Lee, senior copywriter at Media Bounty and director at Men’s Minds Matter.

“Judging by the numbers – millions of people have experienced the same. It’s a horrible conversation to have, but asking the question can help someone find the answer they need. Hopefully this campaign can help normalise saying the ‘S’ word a little more.”

Men’s Minds Matter is a suicide prevention and intervention organisation which uses a unique, life-saving model that is used in treatment for all genders in the NHS and beyond. It is estimated to have helped save over 1,000 lives to date.

Some 76% of all suicides in the UK are by men, and the outward impact of men’s mental health issues are felt by all corners of society.