I’d Like to Tell You About a Good Friend of Mine.
American Foundationfor Suicide Prevention
He’s a large part of why I’ve done this project. But out of respect I’ve changed his name and appearance.
This is Jacob.He’s an amazing musician, with the skill of
Debussey and the imagination or style of
Animal Collective.
He’s good about sharing stuff and won’t
hesitate to let you in on some of his beers,
smokes, and leftover pizza with you.
The dude is always down to party, talk about
your feelings, and help you move your couch
into your living room.
Like many, he’s been through tough times,
but he won’t try to let it burden anyone.
1
2
3
4
He has struggled with depression since he
was roughly 14 years old, and is one of the
biggest pessimists ever.
He comes from a background of financial
struggle, and does not have good control
over his money.
For the past two years, he has been
struggling with alcoholism.
He needs people to be “happy,” yet he
suppresses any and all issues until forced
by me or our other friends.
On the flip side...1
2
3
4
FEAR, STRUGGLE, PRESSURE, OR CERTAIN MENTAL DISORDERS PUT PEOPLE LIKE JACOB AT A RISK:
SUICIDE.
JEOPARDY.Many are afraid of seeking professional
help from someone. Silence puts them in
On Aug. 19, 2012, Jacob told me that he was seriously considering suicide.
I was pretty shocked.
We talked for hours. About the pressure he feels from his family and friends to succeed, how he has lost his passion in music, and the near complete loss of will to live or function in this society.
%BUT HE ISN’T THE ONLY ONE THAT SUICIDE AFFECTS
RISING RATESSince 2000, suicide rates per a 100,000
population have steadily increased.
GENDERMen are nearly 4 times more likely to die by
suicide. But Women actually attempt suicide
3 times as often as men.
%BEING BLUE90% of people who die by suicide have
a diagnosable and treatable psychiatric
disorder at the time of their death.
RACE Caucasians have the highest rate of suicide
at 13.5%.
Thankfully, there are some that are concerned...
nd so begins the story of AFSP.
[ AFSP: The American Foundation
for Suicide Prevention ]
In 1987, a number of leading experts on suicide
came together with business and community leaders
and survivors of suicide to form AFSP, a registered
501(c)(3) nonprofit organization. They believed that
only a combined effort would make it possible to fund
the research necessary for progress in the prevention
of suicide. Such an approach had proven successful
with heart disease, cancer and diabetes and it was
hoped that it would be successful in dealing with
depression and suicide.
Many of the original founders were concerned with
the alarming rise in youth suicide over the past four
decades. During this period, the suicide of young
men had tripled; that of young women had doubled.
Suicide is now the second major cause of death
among high school and college students.
Currently, suicide is even more frequent among older
people. The highest rates are found in men over
50. Before AFSP was formed, there was no national
not-for-profit organization dedicated to funding the
research and education programs necessary to
prevent suicide.
A
+What does AFSP do?
The American Foundation for Suicide Prevention
(AFSP) is the leading non-profit organization
dedicated to understanding and preventing suicide.
Their efforts are concentrated on every demographic
in America afflicted by mental disorders and those
impacted by suicide. What they do is valuable
because above anything they provide readily
accessible resources guided towards suicide
prevention. Objectively, they function to bring down
the overall rate of suicide through outreach and
provision of information pertaining to potential suicide
victims and again, anyone impacted by the act itself..
Subjectively, they function as a single, united national
non-profit organization that aimed at peacefully and
comfortably reaching out to victims in order to create
a personable relationship with the affected parties.
To achieve their goals, the AFSP has implemented five
core strategies: funding of scientific research, offering
educational programs for professionals, educating the
public about mood disorders and suicide prevention,
and promoting policies and legislation that impact
suicide and prevention.
-Why isn’t
it thebest?
While the scope of resources is broad, but AFSP’s strengths lie mainly in the individual coming to them, rather than trying to reach out on a more personal level.
?So then what’s the problem
WHY
WHY
The audience isn’t well defined
Their identity is generic
Tone of communication is alienating
AFSP’s strength of personal outreach is weak.
Their execution is inconsistent.
Again, why?SIMPLY, IT’S
ALL OVER
THE PLACE,
IN BOTH THE
VISUALS AND
THE VOICE.
PEOPLE IN JACOB’S SITUATION JUST AREN’T RECEPTIVE TO THIS KIND OF PERSONALITY.
So where d esAFSP fit?
MINIMAL
COMPLEXITY
ORNAMENTAL
DYNAMIC
PERCEIVED MOVEMENT
STATIC
Visually and vocally it doesn’t make any leaps and bounds.
BEFRIENDERS LIFELINE FAMILIES FOR DEPRESSION AWARENESS
TO WRITE LOVE ON HER ARMS
DIVINECAROLINE
STRONG
POTENCY
WEAK
CHEAP
SOPHISTICATION
LUXURIOUS
It just maintains modesty to reach the average audience.
But it sh uldfit like this
MINIMAL
COMPLEXITY
ORNAMENTAL
DYNAMIC
PERCEIVED MOVEMENT
STATIC
What it needs to have is a bolder, memorable style
STRONG
POTENCY
WEAK
CHEAP
SOPHISTICATION
LUXURIOUS
BEFRIENDERS LIFELINE FAMILIES FOR DEPRESSION AWARENESS
TO WRITE LOVE ON HER ARMS
DIVINECAROLINE
And do dynamic things that will make it distinguishable.
They need to shift their stylisticdimension and perception from...
COMPLEXITY
CHEAP LUXURIOUS
MIN
IMA
LO
RN
AM
ENTA
L
SOPHISTICATION
A weird, stagnant middle ground...
To something more resonant
BUT THIS SORT OF SHIFT CAN BE CHALLENGING BECAUSE
It’s been doing well at speaking to these people.
But it should also speak to these people.
It should be less general & alienating and be way more personal & connected.
“By using the great resources AFSP
provides, I can understand and
help prevent suicide.”
“AFSP shares my concerns for
people and the issues that exist in
their lives.”
“AFSP’s scale of outreach reassures
me that people are willing to listen
and help one another.”
“I have drive to build stable
connections and my belief that
one doesn’t have to be alone is
reaffirmed through AFSP.”
“The resources AFSP provides allow
me to easily access information
about suicide at any time.”
“My membership in AFSP gives
me a good place to advocate
suicide prevention.”
“AFSP’s wide community gives me
confidence that my efforts will
raise awareness about the issue.”
“Thanks to AFSP I am motivated
to take part in efforts that will
hopefully change the public
opinion about suicide.”
Soci
al
Functional
Mental
Spiritual
BECAUSE CERTAIN QUALITIES NEED TO BE REINFORCED, LIKE:
CONNECTION,
UNDERSTANDING,
PRACTICALITY,
PRACTICALITY, & EQUALITY
PRODUCT / BENEFITEducating and understanding the
factors that cause suicide in order
to take measures that prevent it.
POSITIONINGFor addressing nearly every
audience the issue of suicide
involves without preferential
treatment towards anyone.
STYLINGEquality, personableness,
empathy, modesty, consideration,
soothingness, connectivity
MISSIONTo assure users, victims, and
survivors that one should not have
to face personal problems alone.
VISIONAll people, regardless if they
face emotional problems or not,
should strive to build a connection
to one another.
VALUESCare, practicality, wisdom,
guidance, casualness,
relaxation, comfort
Basically, it should function like your favorite camp counselor or group leader.
To paint a portrait, he’s something kind of like this:Noah Chavez
Appearance: Puerto Rican, 5’10”, age 24
Place of Residence: Toronto, Canada
Education: McGill University, majoring in Physical Therapy
Occupation: Intern at Venture Academy
Style: Typically business casual, but generally a laid back approach
Hobbies: Concerts, rock climbing, disc golf, bowling, mandolin
Dreams About: Being a superhero, saving people from falling off of cliffs
Noah has lived in Toronto since he was 10 after his family moved there from Bayamón, Puerto Rico for
his father’s job. Though he is currently trilingual (Spanish, French, English), it was difficult as a child
to quickly make friends due to the initial language barriers. When Noah was 14, his father passed
away from lung cancer, and his mother and younger brother underwent long periods of depression.
Though he too was affected, he felt that as the oldest son he had a responsibility to fill the void of
patriarchy in his family at an early age.
Noah has always been there for his friends, and always enjoys listening to them and helping to
solve their personal problems. When one of his closest friends unexpectedly committed suicide after
their senior year of high school, he made it one of his private goals to understand the reasons behind it
through the work of AFSP. He now advocates for the organization on his downtime.
123
Someone that genuinely cares about you.
Someone separate from
the situation to see it in an
objective way.
Someone anyone can
confide their secrets in.
But it’s more than just preventing suicide and leaving it at that.
American Foundationfor Suicide Prevention
It also has to be about maintaining well-being and to keep people afloat.
We are the only personal crisis solvers that want to stick around if things keep getting rough.
We are the only personal crisis solvers that want to stick around if things keep getting rough.
American Foundationfor Suicide Prevention
American Foundationfor Suicide Prevention
American Foundationfor Suicide Prevention
American Foundationfor Suicide Prevention
American Foundationfor Suicide Prevention
American Foundationfor Suicide Prevention
American Foundationfor Suicide Prevention
American Foundationfor Suicide Prevention
American Foundationfor Suicide Prevention
American Foundationfor Suicide Prevention
American Foundationfor Suicide Prevention
American Foundationfor Suicide Prevention
C: 7 M: 7 Y: 32 K: 1
C: 88 M: 71 Y: 40 K: 27
C: 10 M: 70 Y: 100 K: 1
C: 66 M: 62 Y: 55 K: 40
C: 88 M: 59 Y: 9 K: 1
C: 0 M: 0 Y: 0 K: 100
PRIMARY LOGO
VERTICAL TREATMENT MINIMUM SCALE
APPROVED COLOR VARIATIONS COLOR PALETTE
Neutraface Slab Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
TRADE GOTHIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
AA A
DD D
> Set Neutraface in sentence case for a positive, conversational tone in forming messages.
> USE UPPERCASE ONLY FOR STRONG OPENING STATEMENTS OR TAGLINES
> WHEN TRADE GOTHIC BOLD CONDENSED NO. 20 IS USED, SET IT IN UPPERCASE.
LETTER CUTOFF EXECUTION
TYPEFACES LETTERCASE POLICY
IMAGE PALETTE [ PHOTOGRAPHY ]
IMAGE PALETTE [ GRAPHICS ]
www.afsp.org
American Foundationfor Suicide Prevention
120 Wall Street, 29th FloorNew York, NY 10005Phone: [212] 363 3500 Email: [email protected]
Avoid the temptation to say, “You have so much to live for.”
www.afsp.org
Phone: 212 363 3500 | Email: [email protected]
DAVID NORTONChair
120 Wall Street, 29th Floor | New York, NY 10005
American Foundationfor Suicide Prevention
120 Wall Street, 29th FloorNew York, NY 10005
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In the news
How aware are youof the warning signs?
OBAMA CAMPAIGN RESPONDS TO AFLOAT’S CANDIDATE SURVEY.
IF YOU ARE IN A CRISIS,
CALL
1 800 273 TALK (8255)NATIONAL SUICIDE PREVENTION HOTLINE
The National Council for Suicide Prevention
(NCSP) sent out a survey to four presidential
campaigns: former Governor Mitt Romney
(R), President Barack Obama (D), Jill Stein
(Green) and former Governor Gary Johnson
(Libertarian).
REGISTER TODAY FOR OUT OF THE DARKNESS COMMUNITY WALKS
Suicide can be prevented. While some suicides occur without any outward
warning, most people who are suicidal do give warnings. Prevent the suicide of
loved ones by learning to recognize the signs of someone at risk, taking those
signs seriously and knowing how to respond to them.
EDUCATION SURVIVING LOSS WHAT TO DO INVOLVEMENT RESOURCES STOREHOME
American Foundationfor Suicide Prevention
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SEARCH
College Student Depression &SuicideHANDLING THE TRIALS OF THE UNIVERSITY LIFESTYLE AND TAKING CONTROL
College Student Depression &SuicideHANDLING THE TRIALS OF THE UNIVERSITY LIFESTYLE AND TAKING CONTROL
WATCH THE TRUTH ABOUT SUICIDE Afloat has developed The Truth about Suicide: Real Stories of Depression
in College as an outgrowth of its commitment to support colleges and
universities in implementing suicide prevention as an integral part of their
ongoing campus activities and services. The aim of this 27-minute film is
to present a recognizable picture of depression and other problems
associated with suicide, as they are commonly experienced by college
students and other young adults.
Development and production of the film was made possible by generous
gifts to Afloat by several families who have experienced the tragic loss of
a son or daughter to suicide while they were in college. We wish to
especially acknowledge the support provided to the College Film Project
from the Jonathan Marc Goodstein Memorial Fund, the Larry Weinberg
ACTIVITIES
SCHOOL RESOURCES
COLLEGE STUDENTS
ORDER MATERIALS
PRESENTATIONS
MENTAL DISORDERS
MORE INFOSHARE
HANDLING THE TRIALS OF THE UNIVERSITY LIFESTYLE AND TAKING CONTROL
HANDLING THE TRIALS OF THE UNIVERSITY LIFESTYLE AND TAKING CONTROL
EDUCATIONSURVIVING LOSS WHAT TO DO INVOLVEMENT RESOURCES STOREHOME
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Survivor Outreach Program
REQUEST A VISIT
Through Afloat's Survivor Outreach Program, trained local volunteers are on hand to:
> Meet in person and visit with newly-bereaved survivors and their families.> Listen with compassion and offer reassurance that surviving a suicide loss is possible.> Recommend helpful things to read.> Provide information about support groups and other local resources.
COPING
SURVIVOR OUTREACH
HONOR LOVED ONES
SURVIVOR RESEARCH
JOIN THE NETWORK
SUPPORT GROUPS
Peer-based Bereavement Support for Survivors of Suicide Loss
After a suicide, those left behind often:
> Wonder if there is anyone out there that understands
> Need local resources for support
> Want reliable information about suicide and its aftermath, but aren't sure
where to find it
How do I request an outreach visit?
Simply contact your local AFSP Survivor Outreach Program Coordinator. (See
list below.) You'll be asked about your particular loss in order to match your
request to a team of two trained volunteer survivors. Soon after, one of the
NEBRASKALaraine Peck, Volunteer
(402) 496-0309, [email protected]
Simply contact your local Survivor Outreach Program Coordinator listed below.
Afloat is working hard to expand this program to as many local Chapters as possible.
If you don't see your area listed, we can help you arrange a visit-by-phone.
Contact [email protected] or call 212-363-3500, ext 2035 for info.
EDUCATIONSURVIVING LOSS
WHAT TO DO INVOLVEMENT RESOURCES STOREHOME
American Foundationfor Suicide Prevention
EDUCATION SURVIVING LOSSWHAT TO DO
INVOLVEMENT RESOURCES STORE
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SEARCHHOME
Know the Warning Signs
OBSERVABLE SIGNS OF DEPRESSION
Increased Alcohol or Drug Use
NOTABLE SITUATIONS TO LOOK OUT FOR
Suicide can be prevented. While some suicides occur without any outward warning, most people who are suicidal do give warnings. Prevent the suicide of loved ones by learning to recognize the signs of someone at risk, taking those signs seriously and knowing how to respond to them.
ABOUT SUICIDE
STATISTICS
FOR THE MEDIA
FAQs
RISK FACTORS
WARNING SIGNS
1
2
Unrelenting Low Mood
Pessimism
Feelings of hopelessness making it difficult to cope
with day to day life.
State of mind in which one anticipates undesirable
outcomes or believes that the evil or hardships in
life outweighs the good or luxuries
American Foundationfor Suicide Prevention
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OUT OF THE DARKNESS
FIND A CHAPTER
START A CHAPTER
EVENTS
LGBT INITIATIVE
TEEN SUICIDE PREVENTION
WALK TO SAVE LIVESIn the United States, a person dies by suicide every 15 minutes, claiming more than 36,000 lives each year. It is
estimated that an attempt is made every minute, with close to one million people attempting suicide annually. Suicide
is the fourth leading cause of death in the U.S. among adults 18-65, the second leading cause of death among teens
and young adults, and individuals ages 65 and older account for 16 percent of all suicide deaths. This is a public
health issue that does not discriminate by age, gender, ethnicity, or socio-economic status. Walk to save lives!
WALK TO RAISE FUNDSAFSP funds research aimed at improving our understanding of suicide and ways to prevent it as well as educational
programs to increase awareness about prevention, warning signs and the psychiatric illnesses that can lead to suicide.
Walk to raise funds, find an event near you and register today!
OUT OF THE DARKNESS
FIND A NEARBY EVENT
REQUEST INFO
DONATE NOW
UPCOMING WALKSBroward County
Phoenix Area
Tampa Bay 3rd Annual
Martin County
Inland Empire
Long Island
Orlando 6th Annual
Las Vegas
Coachella Valley
Anchorage
Malone
Helena
Mid Ohio Valley
Camden County
Oklahoma City
Pine City
WALK TO HONOR LOVED ONESAFSP funds research aimed at improving our understanding of suicide and ways to prevent it as well as educational
programs to increase awareness about prevention, warning signs and the psychiatric illnesses that can lead to suicide.
Walk to raise funds, find an event near you and register today!
EDUCATION SURVIVING LOSS WHAT TO DOINVOLVEMENT
RESOURCES STOREHOME
American Foundationfor Suicide Prevention
EVERY 41 SECONDS SOMEONE IS LEFT TO MAKE SENSE OF IT.
American Foundationfor Suicide Prevention
EVERY 40 SECONDS SOMEONE IN THE WORLD DIES BY SUICIDE.
Be aware of the danger your loved one may face. END THE SILENCE AND VISIT www.afsp.org
IF YOU’RE ONTHE BRINKRIGHT NOW,
We would liketo sit down andhear why.
American Foundationfor Suicide Prevention
Understand that someone is always willing to listen.END THE SILENCE AND VISIT www.afsp.org
HO
NO
R YOU
R LOV
ED O
NES
END
THE SILEN
CE
American Foundationfor Suicide Prevention
SILENCEEND THE
TO S
AVE
LIVE
S
TO HONOR LOVED ONES
WALK
TO RAISE FUNDS
American Foundationfor Suicide Prevention
JON DUONG
VISC 520
DESIGNING FOR CHANGE
FALL 2012
JEREMY SHELLHORN