Sir Sajid Javid has called for a national suicide prevention campaign in the United Kingdom to address stigma, which he and other experts say is a significant barrier to people seeking help. The former health secretary and chancellor’s advocacy stems from personal experience following the death of his brother, Tariq, who took his own life in 2018 in a hotel near Horsham, West Sussex. Javid described how Tariq struggled silently, not confiding in family or friends, with stigma believed to be a major factor.

More than 7,000 people die by suicide in the UK each year, yet over 70% were not engaged with specialist mental health services at the time of their death. Suicide is not only a leading cause of death, particularly among young people, but each incident is estimated to have an economic cost of at least £1.4 million, affecting over 100 people directly or indirectly.

Javid has joined a coalition comprising leading psychiatrists, charity leaders, and MPs from various political backgrounds urging Prime Minister Andy Burnham to implement a sustained, nationwide public health campaign aimed at reducing stigma and encouraging those at risk to seek help. The group argues that stigma fosters isolation, shame, and fear, which can prevent individuals from talking about their mental health or suicidal thoughts.

Philip Pirie, a bereaved father who has been active in rallying support around the issue, highlighted that while the government’s suicide prevention strategy acknowledges the need to combat stigma, there has never been a comprehensive public campaign dedicated to this purpose. Pirie also suggested that such a campaign would be cost-effective, estimating that a budget of £50 million over five years could be offset by saving just a few lives annually.

The campaign has received backing from around 40 MPs, including former health secretary Sir Jeremy Hunt, as well as the presidents of the Royal College of Psychiatrists and the Royal College of General Practitioners. In a letter to Burnham, the coalition emphasized both the growing rate of suicides and the urgent need to address the stigma associated with mental health struggles.

Sarah Olney, a Liberal Democrat MP involved in coordinating the call for the campaign, stated that it would not only help those experiencing suicidal ideation to open up but also equip friends and family with the tools to support their loved ones effectively.

The Department of Health and Social Care acknowledged ongoing efforts, noting that the government is expanding support and intervening earlier as part of its suicide prevention strategy. It also pointed to a record £16.1 billion investment aimed at transforming mental health services more broadly.

For those seeking confidential support, the Samaritans can be contacted at 116 123 or through their website.