Conference Agenda

Introduction

Suicide remains a major public health issue in Austria, with around 1,200 deaths annually. Media reporting plays a critical role in awareness and prevention. Since 1986, Austria has implemented media guidelines for responsible reporting, which were incorporated into the Austrian Press Council’s Code of Ethics in 2012. Research confirms that certain reporting styles can prevent imitation suicides (the “Werther Effect”) and actively promote prevention (the “Papageno Effect”). The question, however, remained as to how journalists can be effectively incentivized to systematically integrate these media recommendations into their routine reporting practices.

Methods

To promote wider adoption of these guidelines and encourage preventive reporting, the Papageno Media Award was established in 2019 by the Austrian Federal Ministry of Social Affairs, Health, Care and Consumer Protection (BMASGPK) in cooperation with partner organizations. The award, organized by the SUPRA Coordination Office at Gesundheit Österreich GmbH, is given annually for the best journalistic contribution to suicide prevention. A jury made up of media professionals, suicide prevention experts, and people with lived experience reviews the submissions individually and then decides on the winner. Each year, three contributions are shortlisted, and the winner is announced at the award ceremony.

Results

Since 2019, 112 media contributions have been submitted for the Papageno Media Award, with annual submissions ranging from 11 to 21. Over time, collaboration with journalists and the format of the award ceremony have developed to make the prize a recognized distinction in journalism and to motivate more professionals to engage in preventive reporting. The award has contributed to a measurable improvement in the quality of submitted media reports, reflecting increased awareness of the guidelines.

Conclusions

Public health prevention often requires innovative strategies. The Papageno Media Award exemplifies how targeted collaboration with media professionals can foster responsible reporting and strengthen suicide prevention efforts nationwide.

Introduction: The Papageno Award was adapted in Estonia to promote responsible media reporting as part of a universal suicide-prevention strategy. Based on the Papageno effect—which suggests that media highlighting coping, help-seeking, and hope can reduce suicide risk—the award encourages journalists to produce stories offering hope and demonstrating how individuals cope with crises. Building on the Austrian model, Estonia integrated this recognition into its national Suicide Prevention Action Plan (SETK) to promote positive narratives around mental health, crisis recovery, and suicide prevention.

Method: Introduced as a pilot in 2023 with support from the Ministry of Social Affairs, the award is now administered through a strategic partnership with NGOs. A ten-member Papageno Commission, including suicide prevention experts, journalists, and representatives of the bereaved, was established to oversee evaluation and decision-making. Media items are assessed using clear criteria adapted from evidence-based standards, covering general, suicide-prevention, and journalistic aspects. An evaluation tool allows systematic scoring of submissions collected through official submissions and national media monitoring using search terms such as “suicide,” “suicidal ideation,” and “suicide attempt.”

Results: Over the first three years, the number of identified and analyzed media items fluctuated from 16 to 14 and then increased to 28, reflecting growing awareness and improving adherence to responsible reporting practices. Despite this progress, stories emphasizing positive coping remain underrepresented, and journalists’ knowledge of protective media effects is still limited.

Conclusion: The Papageno Award has strengthened responsible media reporting, cross-sector collaboration, and public awareness of suicide prevention in Estonia. Continued monitoring, training, and refinement of evaluation criteria are needed to expand coverage of positive coping narratives and enhance journalists’ understanding of protective media effects. Through sustained institutional support and collaboration with journalists, Estonia has advanced responsible reporting as a meaningful tool for suicide prevention and mental health promotion.

Slovenia adopted its first guidelines for responsible media reporting on suicide in 2010. We followed the principle of “nothing about us without us” by involving media professionals, the Association of Slovene Journalists (ASJ) and the Honorary Journalists’ Court (HJC) in all phases—drafting, dissemination, and implementation. This inclusive approach likely contributed to the guidelines being positively received and to subsequent improvements in suicide reporting.

In 2025, we adapted the new WHO/IASP guidelines in collaboration with ASJ, HJC, and the Department of Journalism Studies at the University of Ljubljana. We identified key obstacles that prevent journalists from fully adhering to suicide-reporting recommendations: limited time, insufficient knowledge, and a lack of support from colleagues and editors. An additional challenge is the commercial pressure - sensational content tends to attract greater readership and thus supports media outlets financially. Hence, ethical intentions can be overshadowed by economic needs. Despite these challenges, journalists have shown strong interest in participating in educational workshops.

Before disseminating the updated guidelines in 2026, we therefore plan to:
(i) assess the needs and expectations of journalists;
(ii) jointly design, with ASJ and HJC, an effective didactic approach to training that fits journalists’ demanding schedules;
(iii) establish a framework for robust pre- and post-training evaluation; and
(iv) strengthen journalists’ motivation to report according to the guidelines.

To support this last goal, we are developing the Papageno Award, with full backing from ASJ and HJC. We have prepared initial award criteria drawing on international examples and the TEMPOS methodology. We are designing the award’s visual identity and plan to officially launch the Papageno Award in September 2026. These activities aim to strengthen responsible reporting practices in Slovenia and may serve as a transferable model for countries wishing to advance guideline implementation through training, evaluation, and mechanisms such as the Papageno Award.

Introduction: The Papageno Award was introduced in Croatia in 2023 within the JA -ImpleMENTAL project. It promotes responsible reporting on suicide by recognising journalists who follow evidence-based guidelines. Its introduction was supported by journalists training on responsible communication about suicide. The WHO guidelines for media were translated and published on the website of the Croatian Institute of Public Health (CIPH) and other institutions\'

Methods: The Papageno Award is coordinated by the NGO Life Line in collaboration with the CIPH. Media articles on suicide are identified through systematic press clipping conducted by Life Line, which performs the initial screening using pre-defined keywords („suicide“ and „take one\'s own life“) and compiles a shortlist of articles for assessment. A six-member expert commission composed of mental health professionals then conducts the final evaluation.

To support consistent and objective assessment, an evidence-based evaluation tool was developed, drawing on international guidelines for responsible suicide reporting. This tool operationalizes key principles such as accuracy, non-sensationalism, protection of vulnerable audiences, and the inclusion of supportive, prevention-oriented information. The commission systematically reviews shortlisted article using this tool and assigns scores based on how closely it aligns with these standards, ensuring a uniform and transparent evaluation process. Final award decisions are based on the aggregated scores.

Results: To date, three Papageno Awards have been granted. In 2023, 20 articles were sent to the commission for the selection of the best and most responsible reporting on suicide, in 2024, 19 articles, and in 2025, 25 articles.

Conclusion: The implementation of this award represents a significant advancement in Croatia’s suicide prevention efforts, underscoring not only the essential role of ethical media communication in reducing stigma, encouraging help-seeking, and strengthening public understanding of mental health, but also the ongoing need for continuous journalist education to ensure that responsible reporting practices are consistently upheld.

In Ireland, the impetus to address and improve media reporting of suicide and self-harm has long come from within Irish health services and has been in line with international suicide prevention evidence and approaches. In more recent years – and aligned with strategic objectives and actions in Ireland’s new national strategy to reduce suicide (2026) – there has been a shift toward more practical and proactive support to, and engagement with, an evolving media landscape.

With investment from the Irish Health Services, the Shine Media Programme leads this programme of work in Ireland. A recent refinement of their redeveloped media monitoring methodology has now improved efficiency, enhanced analyst safety, and expanded insights into responsible suicide reporting and levels of adherence to Samaritans Media Guidelines. Their work also encompasses supporting, educating and engaging media and journalism students, media professionals, and lived experience ambassadors.

Significant opportunities and challenges exist in Ireland – in advocating for, and achieving tangible improvements in how we talk about suicide and self-harm in the media, promote help-seeking, and reduce stigma. Especially in achieving meaningful buy-in from within the industry itself, while also leveraging other Government Departments, the newly established media regulator in Ireland, Coroners, and the associated press and media bodies in the country.

Learning objective

To gain insight in to the efforts and priorities in Ireland, to improve the role media has in suicide prevention.