A new YouGov survey commissioned by suicide prevention charity Campaign Against Living Miserably (CALM) has highlighted the reasons people experiencing suicidal thoughts made the decision to stay in one of the first studies into survival of its kind2.
The research coincides with World Suicide Prevention Day, as the charity is working to raise awareness of the importance of stories of hope and survival in suicide prevention.
Of the people surveyed, over 30% had previously experienced suicidal thoughts3. For them, “family and loved ones” were consistently the main reason they chose to stay – this is true of all respondents regardless of gender, ethnicity, sexuality or socioeconomic status. “Hope that things can improve” was the second most prominent reason, again across all demographics4.
CALM is using World Suicide Prevention Day 2025 to start conversations about hope and survival because evidence shows that amplifying these stories can encourage people who may be struggling to seek help*. This is referred to as the “Papageno Effect”.
Simon Gunning, CEO of Campaign Against Living Miserably (CALM), said: “The way we speak about suicide, and the way that it’s reported, holds such power. Whilst we know that overly sensationalist, detailed reporting can lead to increases in suicide, the brilliant thing is that the opposite is also true.”
“Those with a platform – whether it’s news publications or individuals on social media – have the ability to save lives by highlighting stories of survival, because these stories provide a pathway for someone who might identify with them. It shows them that survival is possible, it can encourage them to seek help, and it says that no matter what today brings, tomorrow is better with you in it.”
It comes as the latest Adult Psychiatric Morbidity Survey (APMS) revealed that 1 in 4 people in the UK have had suicidal thoughts**, up from 1 in 5 in 2014***.
Alicia Robinson, Marketing Director at CALM, said: “We are getting better as a society at taking that first step when it comes to either seeking help or reaching in. What we’re hearing now is that people don’t know where to go after that point, which is why we’ve placed a real emphasis on practical support. We have a series of guides, in addition to our C.A.R.E. Kit, to give everyone the skills they need.”
“The really important thing to emphasise is that if someone opens up to you, no one is expecting you to be the expert. Your job at that point is to help that person get the help they need, and we’re here to show you exactly how to do that.”
The CALM C.A.R.E. Kit is a free online resource specifically developed to equip people with practical suicide prevention skills. It’s part of a suite of free-to-access resources and tools that support people along a full continuum of need, from those who are feeling okay, to those in suicidal crisis.
Their guides provide practical information on what you or someone you know is going through, in addition to trusted tools and tips to help you feel better and manage your mental wellbeing. CALM’s helpline is for you if you’re struggling with suicidal thoughts, are worried about someone who may be suicidal, or have lost someone to suicide.
Respondents of the YouGov survey were asked to share their reasons for staying in their own words5:
“Holding on to a memory of one time when my young son was bitterly disappointed by something he’d been really looking forward to at primary school that didn’t happen… I held on to the image of his crumpled face and tried to imagine how he’d feel (his facial expression) on being told that he’d been abandoned by me.” Anonymous respondent
“Life is meaningful and there are so many good things waiting beyond the bad.” Anonymous respondent
“The hope it might get better and that I could be missing out on wonderful things.” Anonymous respondent
“A good day with friends can remind you that all the current shit in the world and the general way that life is presented shouldn’t have to matter to you day-to-day on a personal level.” Anonymous respondent
Respondents were also asked what they would want someone considering ending their life to know6:
“I’d want them to know that their life has value, even when it feels invisible—that their presence makes a difference, and the world is better with them in it.” Anonymous respondent
“That they are loved and valued and that things will get better but it might take time.” Anonymous respondent
“You will feel moments of joy even if it’s playing your favourite sport, listening to a funny podcast, enjoying your morning coffee. Hang onto the smallest things you find yourself smiling about. Those are the things which can get you through days when you feel like it’s just not worth carrying on.” Anonymous respondent
“We are meant to experience worst days and best days so we’d know how to value time. There’s always a way out in every situation, just be patient and you’ll figure it out and then you’ll have better stories to tell tomorrow.” Anonymous respondent
“They should know they are not alone, their pain is temporary and they matter a lot. Help and healing are possible with support. Life can improve and even small joy can return. Reaching out is a sign of strength not weakness.” Anonymous respondent
Need help? Campaign Against Living Miserably (CALM) hosts a life-saving suicide prevention helpline and provides vital online mental health resources for anyone who needs them. Visit www.thecalmzone.net.
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1, 2, 3, 4, 5, 6 All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2186 adults. Fieldwork was undertaken between 31st July – 5th August 2025. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
*B. Till, F. Arendt, S. Scherr, T. Niederkrotenthaler, Effect of educative suicide prevention news articles featuring experts with vs. without personal experience of suicidal ideation: a randomized controlled trial of the Papageno effect
**Adult Psychiatric Morbidity Survey, 2023/2024
***Adult Psychiatric Morbidity Survey, 2014