Overview of this campaign

In 2023, 693 people took their own lives in Norway—70 more than the previous year. 7 out of ten are men. Each was a loved one: a family member, friend, or colleague.

Openness is key to change. No one should face unbearable thoughts alone. This campaign aims to save lives by informing and touching people through powerful stories from both experts and ordinary individuals.

In the northerns parts especially, Nordland, Troms, and Finnmark, suicide remains a taboo, with a strong macho culture and distrust of state intervention. These challenges are especially pronounced in the Sámi population.

In the words of suicide expert Ragnhild Høgseth (RVTS North): "Our goal was to amplify voices from the north—to foster learning, hope, and suicide prevention through local culture and knowledge."

We focused on:
• Creating content that highlights the power of seeing, asking, and listening.
• Making real people the messengers.
• Adapting content to Northern Norwegian culture.
• Preserving and strengthening the Sámi perspective.
• Targeting distribution to the three northernmost counties.

Campaign goals:
• Increase awareness and openness about suicidal thoughts.
• Encourage those in need to seek help.
• Reach Northern Norwegian and Sámi populations.
• Engage men (who make up 7 out of 10 suicides).
• Offer hope and coping strategies.

Results for this campaign

The campaign aimed to reach Northern Norwegian men—and those close to them—on their home turf. Alongside powerful personal stories, we featured the perspective of Kautokeino’s female Sámi municipal chief physician. Each article included concrete advice on seeking help.

We produced three feature articles and a three-minute TV documentary, focusing on three men in their 20s, 30s, and 40s, each with a unique perspective on suicide:

• Magnus Jackson Krogh (37) struggled with suicidal thoughts from age six. Now, he writes and speaks about mental health, using humor to inspire others. His wife shares her perspective.
• Torgrim Sollid (42) planned to end his life but couldn’t find someone to care for his dog. A simple question from his boss changed everything. The article captures his emotional reunion with her and a special story from his father.
• Nils Arne Hætta (28) lost three friends to suicide in six months. He sought help and, alongside Dr. Anne-Lajla Kalstad, discusses Sámi taboos and challenges.

The campaign reached audiences via Aller Media’s news platforms, social media, and the Sámi newspaper Ságat, with targeted geographic segmentation. A new mini-documentary format was introduced, visually impactful and accessible. For the first time in our newspaper Dagbladet's history, articles were published in Northern, Lule, and Southern Sámi.

Impact and campaign results:

• 310,685 page views
• 9,679 hours total reading time
• Record-low 10% quick exit rate
• 94% liked the articles (highest rating in Aller Media)
• 82% felt the campaign conveyed hope
• 89% agreed talking about suicidal thoughts can save lives
• Increased willingness to seek help and talk about suicide
• Hundreds engaged on Facebook, forming support communities.

One of the profiles in the campaign received a message mid-campaign: someone had planned their suicide but, after reading his story, chose to live.

«This has produced results we never thought possible.»
— Øystein Tveite, Norwegian Directorate of Health

Contact

To contact a company representative about this campaign, click here for the INMA Member Directory