Novi Sad, 10 September 2026 – On World Suicide Prevention Day, the United Nations Development Programme (UNDP) and the Centre for Emotional Support and Suicide Prevention SRCE launched the campaign “If You Reach for Something, Let It Be a Conversation.”

The campaign aims to reduce the stigma associated with mental health and encourage people to talk about their feelings and seek support in a timely manner when facing psychological difficulties. 

As part of marking World Suicide Prevention Day, volunteers from Centre SRCE are speaking with citizens in Novi Sad throughout the day and distributing an information leaflet that addresses the most common myths about suicide and provides practical information on how to recognise when someone may need support, how to start a conversation and where to seek help. The leaflet (in Serbian) is available here.

The campaign focuses particularly on men, as they account for more than 70 % of people who die by suicide in Serbia. Social expectations that men should be strong and solve their problems on their own can often make it more difficult for them to talk about how they feel and seek help.

“The key message of the campaign is that psychological crisis is not a sign of weakness, but a situation in which support is needed. Prevention is not only about responding when a crisis occurs, but also about creating systems and social environments where it is possible to recognise in time that someone needs help,” said Maja Đundić Branković, Gender Equality Portfolio Manager at UNDP.

In addition to people experiencing a psychological crisis, the campaign also addresses those around them, friends, partners, family members, colleagues, teachers and others who can play an important role in supporting someone going through a difficult period or psychological crisis.

“It is important that conversations about mental health become a natural part of our everyday relationships. When we ask someone how they are and are willing to listen to the answer, we show them that they are not alone and that it is okay to seek support,” said Tanja Bokun, psychologist at Centre SRCE.

As part of the campaign, posters carrying the campaign’s key message will be displayed at bus stops and other outdoor public spaces in Belgrade, Kragujevac, Niš, Novi Sad and Čačak, helping information about available support reach as many citizens as possible.

During the 11th Mental Health Festival, taking place from 10 to 20 October 2026, UNDP and Centre SRCE will also organise an interactive workshop in Novi Sad addressing suicide and the particular risks associated with access to firearms, barriers to seeking psychological support, how to talk about mental health without stigma, and how different stakeholders can contribute to creating a supportive environment for people experiencing a crisis.

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Suicide is a serious global public health issue. According to estimates by the World Health Organization, more than 720,000 people die by suicide every year worldwide.

Data from the Statistical Office of the Republic of Serbia show that 556 suicides were registered in Serbia in 2025, including 428 men and 128 women. Statistical trends in Serbia indicate that men die by suicide at significantly higher rates than women, particularly men over the age of 40.

The increased risk among men is linked to a combination of factors, including greater barriers to seeking help and later engagement with support services, as well as harmful expectations associated with traditional male roles and emotional expression. Access to firearms represents an additional risk factor, significantly increasing the likelihood of a fatal outcome.

WHERE TO SEEK SUPPORT

If you or someone you know needs support, it is important to reach out to a trusted person or a qualified professional.

Centre SRCE – every day from 2 pm to 11 pm

Phone: 0800 300 303 – free number

Email: vanja@centarsrce.org

Online chat: www.centarsrce.org

National Suicide Prevention SOS Line – available 24/7:

0800 309 309 – free number

Emergency services:

192 – Police

194 – Ambulance

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The “If You Reach for Something, Let It Be a Conversation” campaign is part of the “Reduce Risk – Increase Safety III” project, implemented by the United Nations Development Programme (UNDP) in Serbia. The project is supported by the Western Balkans Small Arms and Light Weapons (SALW) Control Roadmap Multi-Partner Trust Fund.