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About the Tough Times campaign
The 'Tough Times' campaign - reaching out to young people.
The Tough Times campaign encourages young people to realise that it’s normal to experience difficult times and that, however small or big the problem there are help and support options available.
The campaign points young people towards www.spunout.ie, which provides factsheets on a range of health and lifestyle issues, signposts users to relevant help services throughout the country and gives young people a platform to air their views.
The campaign was coordinated by the youth-led SpunOut.ie charity and was commissioned and joint funded by Console and Turning The Tide of Suicide (3Ts) and produced by Kairos Communications. The cost of airing the advertisement on RTE television was provided by Console and the HSE National Office for Suicide Prevention.
Ireland has the 5th highest suicide rate in Europe for the 15-25 year old age group. Death by suicide is the number one cause of death among young Irish men. This campaign aims to reduce the large number of deaths by suicide by raising awareness of the alternative options available to young people in crisis. It uses a combination of television advertising, poster campaign, online marketing and presence at festivals and concerts, radio, newspaper and magazine features to communicate its key message; that everyone goes through tough times and answers are out there.
The television advertisement aired for 2 weeks from June 19th and featured Ian Howley, a 22 year old student who attempted suicide three times in his early to mid teens. He got involved in the campaign through SpunOut.ie, to help others learn from his experience:
"Everyone experiences tough times at some stage in their lives. Many young people continue to face a range of health and social pressures leaving them struggling to cope with life’s challenges, but I don't want any other person to have to feel what I felt and to go through what I have – there is someone you can talk to so no-one need suffer alone."
The young people featured in the advertisement provided direction and guidance on the issues raised in the advertisement including ‘coming out’ to parents, unexpected pregnancy, low self esteem and depression.
The highest rate of suicide is found among young men aged under 35 years – accounting for approximately 40% of all Irish suicides. In general, men are reluctant to seek professional advice to help them cope with difficulties. The campaign seeks to address this and uses the Internet as a tool that many young men in particular view as confidential and accessible when it comes to sourcing information and advice.
Speaking in advance of the campaign, Andrew Garvey, Chair of the suicide bereavement group Console said: "It's perfectly normal to experience tough times in life. We all do. Talking about an issue can make such a difference. There is no need to feel that you're alone. Talk to family, friends, teachers, youth workers, health professionals or support organisations. Never feel that there is nowhere to turn. However big the problem may seem, it is not insurmountable." He also encouraged people to call Console’s helpline on 1800 201890.
Well known Cork rock-pop outfit, The Frank and Walters donated the background track ‘New York’ to the advertisement and are active supporters of the campaign. Ashley Keating, of the Frank and Walters explained why they've lent their support:
"We think it's time the music industry rallied behind causes like this. Mental health problems and suicide affect everybody. We believe in the power of music to help people understand, survive and heal. The Tough Times campaign is particularly powerful as it brings together music, youth, health, community, government and media agencies to rally for a collective solution to a collective problem. We're encouraging others to join us".
The organisers hope to involve a range of celebrities, politicians, funders and other organisations to support the campaign in time for the second phase in September by signing up online at www.spunout.ie.
How you can help the 'Tough Times' campaign
1. Spread the word amongst friends and contacts.
2. Promote SpunOut.ie as much as you can.
3. Sign-up for updates here on the website.
4. Help us generate funding and sponsorship.
5. Get in touch with ideas for publicity and development.
Audio from the Launch
Campaign partners
SpunOut.ie
The award winning SpunOut.ie website, which acts as the hub of the campaign, is run by a young staff team in partnership with young people and healthcare professionals throughout Ireland. It provides young people with quality, accessible, youth friendly factsheets on important health and lifestyle issues, a signposting directory of relevant services, a moderated discussion forum and opportunities to be involved in youth media and advocacy. SpunOut.ie taps into youth Internet culture, providing a confidential way to access information, which is particularly useful when it comes to sensitive and taboo issues around mental and sexual health.
Contact: Tel. 091 533693 / Email: info@spunout.ie / Web: www.spunout.ie
Console
Console is a registered charity supporting and helping people bereaved through suicide. Console provides a range of counselling services and promotes positive mental health within the community in an effort to reduce the high number of attempted suicides and deaths through suicide.
Contact: Tel. 01 8574300 / Email: info@console.ie / Web: www.console.ie
The 3T's (Turning the Tide of Suicide)
The 3T's (Turning the Tide of Suicide) is a charity organisation founded to raise awareness and funding to lower the suicide rates in Ireland through dedicated research, educational support and intervention in the problem of suicide in Ireland.
Contact: Tel. 01 661 5525 / Email: 3ts@alburn.com / Web: www.3ts.ie
HSE National Office for Suicide Prevention (NOSP)
The HSE National Office for Suicide Prevention (NOSP) is a HSE office dedicated to coordinating suicide prevention efforts nationally and implementing the ‘Reach Out’ National Strategy for Action on Suicide Prevention.
Contact: Tel. 01 635 2139 / Email: info@nosp.ie / Web: www.nosp.ie
Kairos Communications
Kairos is an acclaimed media production and television company, which for more than 30 years has produced high quality programmes for national radio and television. Productions include RTE’s multicultural series, Mono, several series of the cookery programme, Nuabhia Gaelach, for TG4, numerous live broadcasts and documentaries as well as a feature for Primetime on Rwanda.
Contact: Tel. 01 628 6007 / Email: info@kairoscomms.ie / Web: www.kairoscomms.ie
Thank you!
We would like to thank everybody who has been involved with the Tough Times campaign to date, including the young people who supported and guided the campaign; the partnership efforts between Console, the 3Ts, the HSE National Office for Suicide Prevention and Kairos Communications; as well as the support of The Frank and Walters, Aidan Power and The Hassle Merchants.
Information for media practioners on responsible reporting on mental health and suicide can be found online at www.headline.ie
Related articles and links
Find out more about the Tough Times campaign.
Read Ian Howley's blog about the campaign.
Watch the Frank and Walters playing at the launch.
Watch the Hassle Merchants playing at the launch.
Everybody goes through tough times
Read SpunOut.ie Youth Editor, Marie Duffy's poem from the Tough Times launch.
Marie Duffy talks about the launch
Want to get involved or to know more? Contact us.
Resources
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For PR Information please contact Sarah Gahan Tel: 087-6846088
