In a star-studded call to action, Leeds has launched a vibrant suicide prevention campaign, rallying local heroes like Emmerdale actors and Leeds United’s Brenden Aaronson to inspire residents. By watching a brief 20-minute video and pledging support online, anyone can become a Suicide Prevention Champion, joining a citywide movement to shatter stigma and connect individuals to vital resources across West Yorkshire.
How is Leeds encouraging residents to become Suicide Prevention Champions to reduce suicide rates?
Leeds’ suicide prevention campaign, backed by local celebrities, urges residents to become Suicide Prevention Champions by watching a 20-minute video, pledging support online, and accessing resources. The initiative reduces stigma, promotes mental health conversations, and connects people to vital support services.
High-Profile Backing for a Vital Cause
Leeds has seen an outpouring of celebrity support for its citywide suicide prevention campaign, aiming to encourage residents to become Suicide Prevention Champions. Notable figures from television and sports have lent their voices, including actors from the popular ITV soap “Emmerdale,” Leeds United footballer Brenden Aaronson, and Leeds Rhinos captain Cameron Smith. Their involvement plays a key role in drawing attention to the campaign and inspiring widespread participation.
The city’s public health team produced a powerful film featuring these local stars, who urge viewers to get involved in suicide prevention efforts. Lisa Riley, actress and television presenter, opens the film by highlighting the urgency of the issue: “Suicide is more common in West Yorkshire than the rest of England. Nationally it is our biggest killer of men and women aged between 20 and 34. We believe that every suicide is preventable and have a zero-suicide vision for West Yorkshire.”
This campaign, coordinated by Leeds City Council’s public health department, is hosted online at West Yorkshire Suicide Prevention Champions. By leveraging the influence of local celebrities, the initiative aims to reduce stigma, share hopeful messages, and connect individuals to crucial resources and support.
Becoming a Suicide Prevention Champion: How the Campaign Works
The process to become a Suicide Prevention Champion is designed to be accessible and inclusive. Anyone can participate by watching a brief 20-minute educational video, completing a simple online form, and making a personal pledge regarding suicide prevention. Pledges may range from initiating conversations about mental health to sharing resources online or at work.
Once registered, champions receive a digital badge, an information pack, and access to a toolkit of resources that can be used to spread awareness. These resources empower participants to take action in various settings – at home, in the community, at work, or across social media platforms. The campaign underscores that small actions by many individuals can collectively make a significant difference.
Leeds City Council has set a target of recruiting at least 194 Suicide Prevention Champions, matching the number of Leeds residents who died by suicide between 2019 and 2021, as reported in the most recent suicide audit. This symbolic goal reflects the campaign’s commitment to honouring each life lost and mobilizing community action.
Addressing the Challenge: Data and Strategic Goals
Recent data from the Office for National Statistics underlines the critical need for such initiatives in Leeds. The city’s three-year average suicide rate for 2021-2023 was 11.6 per 100,000 people, exceeding the England average of 10.7. This discrepancy has made suicide prevention a public health priority for Leeds City Council and its partners.
As part of the broader Health and Wellbeing Strategy 2023-2030, reducing both suicide rates and stigma is a central objective. The Leeds Strategic Suicide Prevention Group plays a leading role, coordinating efforts across health services, local authorities, and community organizations. Victoria Eaton, Leeds City Council’s director of public health, reinforces the initiative’s importance: “Anyone can be a Suicide Prevention Champion – each and every one of us can play our part in bringing the city’s suicide rate down. Knowing the signs of when someone might need help and how to have those vital conversations about suicide are skills we can all develop.”
Supporting those affected is also a key focus. The Leeds Suicide Bereavement Service, commissioned by the council, offers specialized care for individuals and families impacted by suicide. For more information on these services, resources are available at the Suicide Prevention West Yorkshire website.
Community Initiatives and Citywide Events
The campaign’s visibility is set to increase with the arrival of the national Baton of Hope suicide prevention tour in Leeds on World Suicide Prevention Day (September 10). As one of 20 host locations, Leeds will welcome people affected by suicide to carry a symbolic baton throughout the city, spreading hope and challenging stigma. This event is expected to galvanize public engagement and further highlight available support resources.
Community groups and sports organizations have shown strong support. Leeds Rhinos captain Cameron Smith emphasizes the importance of such collaborations: “We are proud to support this important campaign and raise awareness around the services in the city and reduce the stigma around mental health. Our charity Leeds Rhinos Foundation runs courses focusing on mental fitness, which have had a huge impact on attendees and highlight the importance of talking to others.”
Political leaders also play an active role. Tracy Brabin, the Mayor of West Yorkshire, features in the campaign’s film, sharing her personal pledge to check in with friends who might be struggling: “If someone’s gone quiet on WhatsApp, I’ll call them, not just text.” Councillor Fiona Venner, Leeds City Council’s executive member for equality, health and wellbeing, reflects on the power of community action: “Having such star-powered backing to the Suicide Prevention Champions campaign is incredible and we hope everyone watching this new film feels inspired to join the cause.”
Practical Steps and Resources for Getting Involved
The campaign provides a clear, step-by-step pathway for anyone in Leeds or across West Yorkshire to take proactive steps in suicide prevention:
- Watch a 20-minute educational video to understand more about suicide prevention.
- Complete an online form at the campaign website and make a personal pledge.
- Download a digital badge and an information pack to help spread awareness.
- Access a toolkit of resources designed for use in various environments: home, workplace, community groups, or online.
The campaign also encourages champions to use their badge and resources to:
- Initiate conversations about mental health and suicide prevention.
- Share messages of hope online and in their communities.
- Signpost those in need to available support services.
The campaign’s film, which features pledges from local celebrities, is available for viewing on Leeds City Council’s YouTube page. For further information or media enquiries, the Leeds City Council communications team can be contacted via email at communicationsteam@leeds.gov.uk or by phone at 0113 378 6007.
- Leeds has launched a suicide prevention campaign, backed by local celebrities like Emmerdale actors and Leeds United’s Brenden Aaronson, to reduce suicide rates.
- Anyone can become a Suicide Prevention Champion by watching a 20-minute video, pledging support online, and accessing resources.
- The campaign aims to reduce stigma, promote mental health conversations, and connect individuals to vital support services.
- Leeds City Council has set a target of recruiting 194 Suicide Prevention Champions, matching the number of Leeds residents who died by suicide between 2019 and 2021.
- The campaign is part of Leeds’ broader Health and Wellbeing Strategy 2023-2030 and highlights that Leeds’ suicide rate exceeds the England average.