Talking about suicide can feel daunting, but it can also make a powerful difference.

These conversations may arise at work, or with a friend or family member. Many suicidal people feel extremely isolated, and the decision to share their difficult thoughts can be life-changing.

The most important things you can offer are openness, curiosity and listening while maintaining your own boundaries. You don’t need to have all the answers, and you’re not expected to be a therapist. If a colleague is feeling suicidal, providing a compassionate, listening ear can be a very valuable experience – but you are not obliged to hold onto this alone.

We’ve provided some pointers to help you navigate conversations about suicide. It isn’t a script, but we hope it helps you to feel more confident. At NABS, we believe in being kind. Our support team is always ready to listen with compassion and without judgement, and we can help guide you or a colleague towards the right professional care, so no one has to face things alone.

Remain calm

When someone shares thoughts of suicide, it can cause anxiety or panic.

However, this may inadvertently add to existing feelings of isolation or insecurity in the suicidal person. So, try to take a breath and stay with them in the moment. Listening and validating feelings can ease some of their distress. You can then encourage them towards getting help.

That said, if someone is in immediate danger, call 999.

Listen out for signals

Sometimes people express their struggle indirectly. Phrases like:

“I can’t cope”

“I feel hopeless”

“I’m not managing”

“What’s the point?”

Can be signals that someone’s reality feels very painful.

Gently reflecting back what you’ve heard can help open up the conversation.

“You’re not managing – can you say a bit more about that?”

“Hopeless…that sounds really tough. Can you tell me more about how it feels?”

You don’t need to jump straight to asking about suicide. Staying curious and present may naturally guide the conversation there.

If you’re given reason to believe the person may be suicidal, don’t be afraid to ask – you can do so using the softer language examples provided. Stigma can prevent people from sharing they’re suicidal, so naming it may be felt as a relief.

Understand the pain

Suicidal thoughts are often less about wanting life to end, and more about wanting the pain to stop. You might gently ask:

“Is it that you want to end your life, or that the pain of living has become unbearable?”

The power of connection

Isolation makes suicidal thoughts harder to bear. Encouraging connection can be life-saving – whether through:

• Support lines like NABS or Samaritans
• Professional help, such as a GP or therapist
• Sharing with a manager, mental health ally or HR
• Friends and family, if safe and appropriate
• ImNotOK offer 1:1 support from a companion with similar lived experience

Have courage, stay open

It’s natural to feel anxious if someone is hinting at suicidal thoughts. You may want to step back, but staying present shows them they’re not alone. If they’re trying to share their feelings, it can really help to acknowledge it and hold the conversation gently. Try to remove any distractions and remain focused; it will show them how much you care.

For more information on how to support someone you’re worried about, including key listening skills, see this Samaritans guide: Supporting someone with suicidal thoughts[opens in a new window].

You don’t have to hold everything on your own.

If at any point you feel out of your depth, it’s okay to lean on professional support. At NABS, our support team is trained to have sensitive conversations about suicide and mental health. We’re here to listen in the moment, and to help signpost towards ongoing, specialist care where that feels helpful. If you are a manager, you may find it helpful to attend our workshop Mental Wellness Conversations for Managers

In a workplace setting

If a colleague is opening up about their suicidal thoughts, be prepared to share what you’ve heard with a manager, HR or safeguarding officer. Every organisation has a duty of care to its employees, and escalating concerns helps make sure that vulnerable individuals get the right support. This also protects your own wellbeing.

Get to know your company’s safeguarding policy so you know the steps you might need to take. Avoid promising confidentiality. In the conversation – you can gently say that you may have a duty of care to share this with the appropriate persons.

For further tips on navigating conversations around mental health at work see this article in The Media Leader, ‘5 ways to help you talk to your team about mental health in real terms’ or, sign up to one of our Manager’s Mindsets workshops.

Looking after yourself

You don’t need to fix everything. You’re not a therapist, and it’s important to protect your own boundaries and wellbeing too. Encourage openness and curiosity, but also know when to gently guide someone towards professional support.

You can look after yourself by:

1. Setting emotional boundaries
2. Seeking support for yourself (and knowing where to find it)
3. Having strategies in place for emergencies

Language Matters

How we talk about suicide really matters. Some phrases can carry stigma or make people feel judged. We avoid saying “commit suicide”, as it suggests a crime. Instead, try:

“Died by suicide”

“Took their own life”

“Ended their own life”

“Fatal or non-fatal suicide”

“Attempted suicide”

Resources and signposts

NABS Support Team – we’re in your corner. Our advisors are trained to listen with kindness and to talk safely about suicidal thoughts. We’ll be alongside you in the moment and help guide you to the right professional or specialist support. Free and confidential for anyone in advertising and media.

Samaritans – 24/7 support: 116 123

The Listening Place – face-to-face support for those experiencing suicidal thoughts

GP – can offer medication, referrals, or assessments

Specialist services – e.g. LGBTQ+ support, domestic abuse services

It’s about helping someone build a safety net – a mix of people and professionals working in their best interests.