The Substance Abuse and Mental Health Service Administration (SAMHSA) in coordination with the Ad Council and Inspire USA Foundation recently launched a new Teen Suicide Prevention national public service campaign. This is the first teen suicide prevention campaign from SAMHSA to use a national mass media strategy and a digital outreach program.
The public service announcement campaign is called We Can Help Us and was initially developed after the realization that some teens develop positive solutions to help them overcome rough times; situations that make other teens depressed. The campaign empowers teens by reminding them that there are ways to get through the problems they face. It directs them to visit www.reachout.com to hear stories from other teens who successfully conquered their tough time.
The campaign includes TV, radio, and print advertising. Posters can be seen in the mall, schools, and viral videos. The reachout.com website features stories from teenagers, along with tips to help cope with tough issues. The website also links to resources, like the National Suicide Prevention Lifeline which is an anonymous hotline for teenagers who need immediate help. The public service campaign will be distributed in the national media this week.
Family members may have little to no idea that their son or daughter was battling depression until it is too late. Some depressed teenagers show no symptoms of depression. Suicides are often brought on by triggers. Common triggers include events that create a sense of abandonment for the teenager, such as: relationship break-ups, death of parent or grandparent, parents divorce, and leaving the house to go to college. For a depressed teenager, these events may be too much to cope with and the teen is left feeling as if they are out of options.
If you are a parent and you feel your son or daughter is depressed, here are several warning signs of depression:
- Loss of interest
- Isolation
- Fatigue
- Neglect; in both personal responsibilities and appearance
- Memory loss
- Irritability
- Anxiety
- Despair; feelings of hopelessness
- Guilt
- School issues such as bullying or harassment
Nine teenagers in Massachusetts were recently charged with multiple felonies in relation to school related bullying. Two boys and four girls aged 16 to 18 were charged with felonies including statutory rape, violation of civil rights with bodily injury, harassment, stalking, and disturbing a school assembly. Three younger girls have been charged in juvenile court.
The prosecutor charged that the teenagers excessive harassment caused 15-year-old Phoebe Prince to hang herself in January. The Prince family had recently moved to Massachusetts from Ireland and Phoebe briefly dated a popular senior boy at South Hadley High School. The taunting started during their relationship.

Phoebe Prince
District Attorney Elizabeth D. Schneibel said that Phoebe’s suicide occured after three months of endless taunting and harassment from fellow students. Students allegedly knocked books out of her hand, referred to her as an “Irish slut,” and sent her threatening text messages day after day. Allegedly Phoebe’s picture was scribbled out of a student body photograph hanging on the wall.
“The investigation revealed relentless activities directed toward Phoebe to make it impossible for her to stay at school,” Ms. Scheibel said. The conduct of those charged “far exceeded the limits of normal teenage relationship-related quarrels.”
Sixteen-year-old Ashlee Dunn, a student at South Hadley, did not personally know Prince but had heard stories spread about Phoebe. “She was new and she was from a different country, and she didn’t really know the school very well. I think that’s probably one reason why they chose Phoebe.”
The district attorney also concluded that several teachers, administration, and staff members at the school knew of the harassment but did not try to stop it. “The actions or in-actions of some adults at the school were troublesome,” Schneibel said.
School officials are planning to meet with the district attorney’s office to review the evidence and “the new information which the district attorney’s office has but did not come to light within the investigation conducted by the school,” said assistant superintendent for South Hadley High School, Christine Swelko.
Since Phoebe Prince’s suicide, Massachusetts legislature is working on an anti-bullying law that would require school staff members to report incidents and for the principals to investigate them. The law would also require schools to teach about the dangers of bullying. Currently, 41 states have varying anti-bullying laws.
The investigation into Miss Prince’s suicide found that on January 14, the date of her death, she was abused by students in the library, lunchroom, and hallways. One student threw a canned drink at her when she walked home. Phoebe’s sister found her at 4:30 P.M in the stairwell, still wearing her school clothes.
While the district attorney said that “the actions of these students were primarily conducted on school grounds during school hours and while school was in session,” students also harassed Phoebe on social networking sites.
With websites like Facebook and Myspace, bullies can use the internet to further harass a classmate outside of school hours, sometimes anonymously. For the bullied child, home is no longer a safe heaven from the taunting of their peers. Facebook users can post a taunting message that can instantly be viewed by the rest of the school.
Even in death, some teenagers do not escape internet harassment. Dozens of obscene and insulting comments have been posted on Alexis Pilkington’s memorial Facebook group. Alexis was a seventeen-year-old star athlete in Long Island who committed suicide. Her father, New York City police officer Thomas Pilkington said his daughter dealt with insulting comments up to a few days before she died but he does not place the blame on cyber bullying.

Alexis Pilkington
Research has shown that cyber bullying causes higher levels of depression and anxiety for the victims than traditional bullying, partially due to the anonymity of the internet posters.
Regardless, comments such as “she was obviously a stupid depressed — who deserved to kill herself. she got what she wanted. be happy for her death. rejoice in it” have lead to police investigation in attempt of tracking the user’s IP number to figure out who wrote it.
Media coverage of stories like Alexis or Phoebe’s, a celebrity death by suicide, or cluster suicides heightens suicide awareness.
Hopefully SAMHSA’s public service announcement campaign will work effectively and help teenagers acquire the necessary coping skills. Depression is a serious condition but it is treatable. Therapy has shown to be an effective form of treatment; Apex is always available to help.