Embrace Life aims to spark discussion on suicide

A scene from one of the suicide prevention commercials produced for the Embrace Life Council. (PHOTO BY PATRICK BÉLAND OF NUSCHOOL DESIGN AGENCY)

(Updated May 3, 2:55 p.m.)

As suicide rates in Nunavut grow, the not-for-profit organization, the Embrace Life Council, looks to halt suicide rates with a combination of new strategies.

The ELC is airing two commercials on APTN in May, and on Asukuluk TV at the Astro Theatre in Iqaluit and at health centres across Nunavut in Arviat, Cambridge Bay, Pangnirtung, Pond Inlet and Rankin Inlet. (See embedded video below.)

One commercial is about a fight between a teenage boy and his girlfriend. After a disagreement, he wanders off and calls his friends to talk.

The other is about a man hiking through the snow with voices in his head saying suicide touches everyone. He then plants a sign in the ground that tells the viewers that it’s time to break the silence.

Both commercials are in Inuktitut, with English subtitles.

The council also re-launched their website May 1. The site provides people with advice, resources, and information about upcoming events to help prevent suicide.

The main message from the ELC is to get Nunavummiut to talk openly about suicide, something its executive director, Jenny Tierney, said is tough for parents and children to talk about.

She said underlying issues like child sexual abuse, history with residential schools and an array of mental health issues like depression must be discussed to reduce the suicide rate.

“It’s a huge issue that effects everyone. I don’t know one person in Nunavut that hasn’t been touched by suicide,” said Tierney.

Last year was the second worst for suicide in Nunavut, with 33 people dying by suicide — the youngest being a 12-year-old. The highest number of suicide deaths, 37, was recorded in 2003.

“Once we talk about the underlying issues, things will change. But it’s not going to happen overnight,” Tierney said.

The Nunavut Suicide Prevention Strategy Action Plan has already warmed people up to talking about the issue, Tierney said.

“People want to start talking about it. They want to share their grief and help others,” said Tierney.

One example, according to Tierney, is a woman whose boyfriend died by suicide two years ago, the day after found out that she was pregnant with his child. She recognized that she needed counselling, and wants others to do the same.

The ELC has been funded $374,000 for 2012 and 2013 — $354,000 from the Government of Nunavut since 2011 and $20,000 from Nunavut Tunngavik Inc.

Tierney said the funding has put the ELC on back track to meet objectives set out in the action plan, which listed 32 commitments.

Many of these objectives, however, have passed their projected timeline of April or March of 2012.

“Some are completed and some are not. [The partners] realized they may have been too eager with timelines,” said Tierney. But she is confident the plan will be fulfilled in the future.

“You’re going to see a lot more of us. We’re going to be there, talking to you, and providing resources that you need.