Campaigns and Culture

Research shows the positive and negative effects stories of all types can have on audiences, particularly for those at risk. Launched this year, The Safe Storytelling Studio: Guidance for Journalists, the Entertainment Industry, and Social Media Creators provides nuanced guidance specific to each of these sectors, along with case studies and resources. Alongside relationships with Netflix, Warner Bros/Discovery, Paramount, “This American Life,” Papa Roach, and others in entertainment, as well as the work of our Ethical Reporting Advisory Committee and social media Lifesaver Ambassadors, this unique and creative hub inspires safe narratives that drive our culture forward.

AFSP expert voices and quotes were featured this year in outlets including The New York Times, CNN, Associated Press, and others.

The social media Lifesaver Ambassadors program continued to expand throughout FY25–FY26, leveraging a collective of 12 content creators to amplify mental health and suicide prevention messaging — a 50% increase from the previous year. The program brought together both longtime AFSP supporters and new creator partners, helping extend the organization's reach and engage new audiences. Lifesaver Ambassadors content included Out of the Darkness Community Walks participation, a Mental Health Awareness Month fundraising challenge in partnership with GoFundMe, and awareness moments such as Pride Month, Indigenous Peoples Day, and more!

Our Ethical Reporting Advisory Committee, comprised of seven journalists and media professionals, elevated reporting on suicide by lending their expertise and voices to create educational tools for journalists, speaking to their peers, and joining AFSP in presenting at conferences and events to discuss safer reporting.

This year, with committee volunteers and AFSP experts, AFSP participated in events addressing timely topics such as the gaps and benefits of AI technology at the Aspen Ideas Festival; telling more authentic Native American mental health narratives for an AFSP Facebook Live event; and addressing vicarious trauma for journalists at the Asian American Journalist 2026 Conference.

The committee is a uniquely impactful initiative helping to raise our culture’s understanding through the power of narrative. The committee will soon be evolving into the Safe Storytelling Advisory Committee to incorporate representation from the entertainment industry and social media creators.

Teens and young adults can make a lifesaving difference in supporting friends’ mental health simply by showing up, listening, and having authentic conversations about what they’re going through. Our national PSA campaign Seize the Awkward, in partnership with the Ad Council and the National Alliance on Mental Illness (NAMI), continued amplifying social media and entertainment personalities such as Bryan Arenales (from “Love Island USA”) and creator duos Jade & Jadah and Alexa & Danielle to give young people practical tips on how to check in with their friends.

Authentic conversation and storytelling have the unique power to shape our collective understanding of mental health. That's why we launched the AFSP Podcast Channel – the official podcast home of "Ask Dr. Jill" with Dr. Jill Harkavy-Friedman, senior vice president of research, as well as "Strong Talk" and "Elevating Voices" with Vic Armstrong, vice president of health equity and engagement. Through these podcast series, we explore the needs and considerations of diverse communities and perspectives, helping us all understand how to come together and save lives.