Johannesburg – Every day in South Africa, an estimated 23 people die by suicide, while another 460 attempt suicide, reveals the South African Depression and Anxiety Group (SADAG).
The impact is particularly concerning among younger people.
Globally, suicide is the third-leading cause of death among people aged 15 to 29, according to the World Health Organization’s (WHO) latest estimates.
SADAG stated that it was also seeing the extent of the need first-hand, as its helplines currently receive between 2 500 and 3 000 calls a day, with around one in four serious suicide-related calls.[2]
“People are crying out for help, and the calls we receive every day show us just how many people are struggling,” said SADAG’s Operations Director Cassey Chambers.
“For us to make a meaningful difference and prevent suicides, we can’t just intervene at the point of crisis.
“People need help recognising the warning signs to make it easier to talk openly about suicide and know where they can turn for help.
“We need families, friends, schools, workplaces and communities to understand that talking about suicide is crucial and that asking someone directly if they are struggling can open the door to getting them the support they need.”
Every conversation counts
This World Suicide Prevention Day (10 September), Cipla is partnering with SADAG to encourage more of these conversations before someone reaches crisis point.
The initiative supports SADAG’s 2026 World Suicide Prevention Day campaign, Every Conversation Counts, which provides South Africans with practical resources to help them understand what to say, how to respond and where to find support.
As part of the campaign, Cipla is introducing the Postcard Wall of Hope, an interactive activation where members of the public can write and share messages of encouragement and support for people they may never meet.
“Sometimes, a few words can mean more than we realise,” said Paul Miller, CEO of Cipla Africa.
“The Postcard Wall* of Hope is about sharing those words while they can still reach someone, reminding them that their life matters and that it is okay to speak about how they are feeling.”
Members of the public can read a postcard, take one that speaks to them or write a message for somebody else to find.
“You don’t have to know who will eventually read your postcard or what they may be going through,” said Miller.
“It could simply remind someone that they matter or encourage them to keep going and reach out.
“The Wall is a way of showing that our words don’t only have to come when it is too late.
“We can use them now to start conversations and remind people that support is available.”
When to start the conversation
SADAG advises people to take changes in a loved one’s behaviour seriously.
Warning signs can include talking about death or suicide, withdrawing from loved ones, risky or self-harming behaviour, giving away personal belongings or a sudden change in mood after a period of depression.
“Importantly, asking somebody directly about suicide does not increase their likelihood of attempting it,” said Cassey Chambers.
“SADAG encourages people to ask directly if they are thinking about suicide, listen without judgement, and encourage them to seek professional help.”
Starting a conversation doesn’t mean you need to know exactly what to say or have all the answers. It can begin with noticing that somebody isn’t themselves and asking how they are really doing.
“What matters is that we don’t allow our fear of saying the wrong thing to stop us from saying anything at all,” concludes Miller.
Help is available
Anyone experiencing emotional distress, or concerned about someone they know, can contact SADAG for free telephonic counselling and support:
- Cipla Mental Health Helpline: 0800 456 789 – free, 24-hour counselling
- Cipla Mental Health WhatsApp: 076 882 2775 – daily, 08:00–17:00
- For more mental health and suicide-prevention resources, visit the SADAG website: https://www.sadag.org
SADAG said the Postcard wall will be launched during Mental Health month in October as malls in Cape Town, Johannesburg and Durban.
