They ran the ok to talk ads on radio and television and 44 milliond accepted dollars of free air time the results in a single year are astonishing. People went to the internet site called o ktotalk. Org and they shared their stories and they found places they could get help. 700,000 that went to the side, 140,000 people clicked i need help, and they were able to get and who knows how many sandy hooks out of that 140,000 that sought help may have been averted. So this was a great effort. It is ongoing. I think sansone has been involved in it. The National Institutes of health have been in it. Lead incontinuing to it. We are hoping that this effort continues. I would be remiss if i did not note murray dayak who is here who is heree dayak from the Entertainment Industry. Theyve done terrific work. So we are thankful for all that. Ou do, marie but what the ic continues to do is to provide online tools, including Mental Health facts and social media guidelines for journalists. Guidelines, not dictates. You still you you still have your freedom. Your freedom is unimpaired. Helpede a mistake, you to shape attitudes and beliefs that people have about Mental Health. If you have a relative who gets cancer, you dont think poorly of them for that. You help them. But Mental Health can be just as lethal as leukemia. And so it deserves that same kind of respect. Guidelines for journalists in the Entertainment Industry to encourage deeper reporting and more accurate depictions of People Living with Mental Illnesses. Im also very proud of the movement apresss few years ago to include in its ap stylebook language suggestions for how to treat this important and sensitive in shoe sensitive issue. Helde proud we have andned and help train lay the conversation and help reporters have a greater understanding, a more keen awareness of the resources that are available to the media that will better informed reporting of Mental Health issues. Also truth that is constructive and helps people and saves lives. I said toi began, those of you who take this issue seriously and see it as a social responsibility to speak the the work ofo angels. Thank you for having me as part of this roundtable discussion. Thank you, senator smith. I hope you know what a treasure you are senator smith . Ive been caught up ive been called a lot of words [laughter] keita the policy experience and your personal strength around this, this is the second time i have had the opportunity to hear the center to speak. I always learn something and im sure you all this morning due as well. I know we are eager to hear from you, marie say you can share more in depth. Arie thank you senator smith, thank you. That was very gracious of you. Doingrk that we have in with the broadcasters in some of the newsrooms, for whatever we can to bring in the stakeholder thing that ine came away from as i experienced is that stakeholders are interested in talking to the local media representatives, to tell their stories. And the broadcasters are interested in hearing them share their stories with them. But the notion of Community Service is one that i was not and the opportunity to take part in the awards program that broadcasters have the most remarkable sense of Community Service that i have ever experienced. I dont know if it is by design nine by design or people go into social service, but rod when it but broadcasters, what ive learned, is that they have a First Responder team. Dont always think about it that way. Im giving them something that they dont want, but thats how i see it. Cities with floods or hurricanes or any kind of major crisis during the holiday season, they are part of the First Responder team. I think sharing our ideas through the Associated Press, that was a remark will experience. Thank you. [laughter] somebody wants to hear this. All right. [laughter] so the Associated Press was interesting in terms of taking that role and creating the first chapter on reporting on Mental Health. I remember at the time, brian and senator, you are working on getting the interest in this. When it was complete in the chapter came out i think it was in 2013 it was very interesting. Summit he asked me, well, wheres the branding . And i said, when you really want the right messenger to cure the water, it gives us that branding. Ownede Associated Press that product. And they are the ones and i have the copy of that press release a clear directive. Theres no way a special Interest Group could take on that role and with the credibility that ap has. It was very interesting. They bought into it. There were very directive. And we are fortunate to be among groups to provide resource material. Groundbreaking. That was amazing. Another thing that provided withing in college broadcasting stools. A Young Journalist would take this and say what is the big deal . Styleidnt know that guide premetal held. They just assume that has always been there. As they move preMental Health. They just assumed that it had been just to let them know that there are new avenues, new resources as we report on this very difficult issue. Do think, if he had to go into that school, i dont know what that would be like good kids that age at home, they may have been in that school. What we realize is that they were suddenly entering a crime scene. This wasnt an elementary school. This was a parents night. This was a crime scene of terrible proportions. And as the press approaches them, i can only imagine what they want to say because they have experienced the unsuitable. But instead, what we hope they say, it is a crime scene. And to maybe respect that because i cannot imagine what that does to somebody. Sort of imagine it, but in any case so what do we do with our trainings . I will be brief on this because i want to hear from the rest of you. We talk about content. What is the content we want to deliver . The messenger, who is the best messenger . Some of you are in this room. I am looking at you. The delivery system, how are we going to deliver this . Will it be through example or interview or story . The timing, immediate seems to be the immediate answer. We may be holding back. Senator, as you said, if somebody has a suspicion that it is Mental Health related, well, i am not a doctor or psychiatrist. Im not one to give my credentials are that and maybe taken the time to verify those things is a good idea. Because that person could be any one of us and our neighbor. And then the audience. Something that we take seriously around circulation. So i am going to share with you some of our more unique i figure was one of the most unique and experiences i had in terms of bringing training to journalists. I filed out that the san quentin prison has a newspaper, if anybody is aware of that. They print a monthly newspaper. A colleague of mine said, what you think . Should we send them a style guide . I said, no, we are going there and we are going to do a training. I sent to journalists and a psychiatrist with me. We went in to send quentin, which was quite an experience. My kids were telling me, mom, you realize it is not a college. I know what it is. I know what it is. It was very interesting. First, we looked at the circulation. 4100 men are in the prison. They all get a copy, plenty of time to read it. There are 32 prisons in california and in california. In an online version outside the prison system, is avails and and homeland version outside the prison system is available to caseworkers and Family Members. In the state. Ion the circulation was bigger than the smaller communities that we were changing. And a captive audience member. We did the training. One of the things that came out of it was the concern about the turnover in the psychiatric care. Because of the nature of the client, if you will, the turn over is something that is challenging. The second thing we found out is that we asked the individuals how do you handle . There were 14 men in the prison uniform in there with their Communications Branch chief. And before of us. That we have somebody who dies by suicide and we talk about the man that we knew. The cause ofd death but that is not what we lead with. We lead with the man himself. It was amazing to me. Thisblic money is used in program. School of journalism works with them but there is no public money coming from this. So it is pretty remarkable. I think between the Entertainment Media and the journalist, you have a better sense of the audience than many of us in the field of health care. We are trying to get to the general public or target audience but journalists and broadcasts and Entertainment Writers are keen on that. I name a brand . I will just say it. On cbs, therews is a profile going on but he tells me something. Not to be upset by it but to say they are good at identifying target audience. Understanding better how they read the audience. Home,olders, once they go and theyre the same people that we are trying to reach. So we talked about language earlier to and intentional and unintentional which gears a little bit. One of the most compelling and we have all known people, i their own have taken life for various reasons. But what is the most compelling things is to hear the number of people take their life within a day or minute or month. And whether it is military, domestic, First Responder, the general public, regardless of who it is, the numbers are staggering. The other column, we will talk about people who are desperate or who feel estranged or who dont feel normal. No what kind of therapy. There isnt a connection to feel normal but they are looking for it. To hear that number frightens me. I cant numbers are important for policy conversations but when the public hears those numbers for someone who feels theynged and normal, to feel that those feelings are normal . Is this a pass . Im not suggesting that it is fact but it gives us pause to be careful how we present numbers to ataggering numbers population that can feel very alone. And looking for some connection, through death. S so putting that out there, that is something that i worry about. Itont have Research Behind but i think it is worth considering. I hope our discussion will consider that. Summarizes what we do. Thank you. Thank you. We have a lot to learn from your organization and particularly how to train on these issues without coming across as though we are trying to dictate. Interestednitely not in dictating but more understanding the state of the issues. So i want to consider the i want to continue the dialogue with her office. The four biko to colleen, i want to do a check in with the media folks in the room. If anybody is willing to share i am not trying to put folks on the spot. If this is the first time your hearing of this kind of if your larger newsrooms know about this kind of stuff or if you have suggestions to me with your own experiences around reporting with suicide, if anybody would be willing to share . [laughter] there are 70 back, i know. In a lot of newsrooms, i fear do you have any research that simply reporting on suicides are a problem . I know dr. Welsh certainly, since you are at the table. [indiscernible] you take thet when sensation away, the large headlines, when you do things like show a photo of a a to use the photo but of a popular spot where people have killed themselves when you do things like that, especially in the case of a celebrity, people who are full mobile, especially younger people who are for normal and the studies show sowith younger people there has primarily, been shown to be an increase in suicides. I should have mentioned early one of oureen is closest colleagues over in the Substance Abuse and Mental HealthServices Administration and works with the defense works with the department closely. Maybe we can talk more about this offline. Dr. Franklin, do you have any research on a similar issue in the military . Does reporting on increases or decreases . Places, sites, methods . I dont know if any studies on selective to the military but the research is dependent on folks around the world. I appreciate the question, it is a very good one. I will take that down and run that. In the 1980s, as a long recovering journalist, we were suicidewed to report on because of the threat of ideation. Contagion. Particularly around young children. Isnow the let mr. Case wellknown around journalists. There was a followon suicide. Tragic. And it became a struggle in the early days, before cable and the 24hour news cycle. There was thoughtful dialogue around someone wellknown dying by suicide. Is, becauseation people are self published and things are off the table as far as what is allowed and not allowed. And i think that is largely for the better. Now we have full transparency. The federal government has to report on upgrades that we did not report for decades because of the transparency piece. And that is from the coalition with sergeant better experts, we get together and say what are the recommendations to keep the language safe . Pivote it is such an easy to inadvertently do something wrong. The reporting is really responsible. And somehow we and up finding a committedat says suicide. We dont say that anymore because we want to look at it as a tragedy that we have the seven word count tragedy. In the old days, headlines had to be seven words or fewer. Those days are gone but there is a space issue. So the idea is that within the new cycle, can we have a conversation that when something happens, where can you pull back to and look at some guidelines craft of reporting . I could add to the data question, i would imagine there are a number of studies that contagion or imitation suicide, particularly with political audiences. Withe who are struggling suicide thoughts themselves. Was Interesting Research that came out it is more about the content then there being coverage at all. It was a study from austria that showed when the coverage looked at someone who had Suicidal Ideation but did not go on to die by suicide, there was a protective factor in that. You are demonstrating that someone who was struggling found resources. A lot of it has to do with the nuances of the content and less of other stuff. If i may add on behalf of the , not toional guard speak to what the evidence revealed, but the National Guard and the air force we do have public guidelines on how to message when a suicide does occur. It to our leaders and members. And that is something that is most likely in place across dod. If i can add one more thing i know you are anxious to get i think that one of the things that is really important, the media wants to do good. It Public Service or anything else, you are trying to be accurate. You need to have interesting stories to tell. In my mind, what the media can do is actually encourage people to get the help they need. ,o by giving the right message that is what you are doing. Where teaching people what is really going on. Really interesting what marie was saying about the focus on the numbers. For many years what we did was focus on the numbers. Of people die every minute, by day. 42,000 people died by suicide and what . Ofre are stories out there that there ise hope out there. There is help. People can get better. There is healing. It is those stories. We need to work with the media more to get those stories on the local level. Whatever your constituency is. We need to do our job so that you can tell the kind of stories that are healing and encouraging. So whether that is are you worried about someone who might be suicidal, here are the warning signs. Or, you are welcome to call the National Suicide prevention lifeline which is the same telephone number. At military crisis line. We arele things all working towards the same goal. You make a really good point. And i dont want to make the media nervous. I can imagine the peace with the editor i will write a story of hope. How interesting. [laughter] how nice. I hope somebody enjoys that. [laughter] so you do a story on someone who dies by suicide and there is a takeout box at the bottom, if you or someone you know is that risk then call. There is always a takeout so no one is feeling squeamish about putting out a Public Service announcement when you are trying to report the news. It is giving enough so that folks can not inadvertently do any and send taking on the time honored Public Service of journalism and having the call out box. Having the number so that people can get help. Every report, whether done responsibly or irresponsibly, and it is never intentional, stands a risk of triggering a Suicidal Ideation. Every single report. It comes down to, what is the responsibility of the person who is crashing 800 birds in 25 minutes what can i do in that amount of time . 800times it is just the one 00 number. Realize, a simple word, a turn phrase how do we talk about Robin Williams dying . What does that mean . The calls to the suicide hotline after Robin Williams work astronomical. So what is the responsibility if you are reporting . That is newsworthy. Me, it is more collaboration around the information that is available and the folks who are doing the time honored work in an environment that is not friendly and independent second sourcing and all of the traditional rules. Of theeinforce that, one most protective forces the media can use is simply treatable. It isnt just that you want to get help, but the help can work. Yes, lucky passes over. Share what you know and continue the dialogue. Share a little bit about the National Suici