PREVENTING SUICIDE BY INFLUENCING MASS-MEDIA REPORTING - THE VIENNESEEXPERIENCE 1980-1996

This paper reports a field experiment concerning mass-media and suicid e. After the implementation of the subway system in Vienna in 1978, it became increasingly acceptable as means to commit suicide, with the s uicide rates showing a sharp increase. This and the fact that the mass -media reported about these events in a very dramatic way, lead to the formation of a study-group of the Austrian Association for Suicide Pr evention (OVSKK), which developed media guidelines and launched a medi a campaign in mid-1987. Subsequently, the media reports changed marked ly and the number of subway-suicides and -attempts dropped more than 8 0% from the first to the second half of 1987, remaining at a rather lo w level since. Conclusions regarding the possible reduction of imitati ve suicidal behaviour by influencing mass-media-reports are drawn. Exp eriences from the media campaign are presented, as well as considerati ons about further research.