Reaching suicidal people with media campaigns: new challenges for a new century.

Five variables were investigated in the evaluation of Suicide Prevention Weeks (SPW) held in 1999, 2000, and 2001 in Québec, Canada: exposure to the campaign, previous suicide ideation, knowledge, attitudes, and intentions. After the year 2000 campaign, a telephone survey conducted on a representative sample of 1020 men revealed that only those actually exposed to the SPW had gained more knowledge of suicide facts and resources. However, the SPW did not influence attitudes or intentions to seek help. Results are not surprising, considering the low intensity of the campaign, especially in the media. Campaigns aimed at changing suicidal behaviors must be intensive.