Changing the story, one word at a time

For many people, the media helps shape how they understand suicide. The words used, the details included and the way a story is presented can influence public attitudes, stigma and people’s readiness to seek help. 

Responsible reporting is therefore more than a matter of journalistic practice. It is part of creating an environment where people experiencing distress, as well as their families and communities, can be met with greater understanding and support. 

For radio reporter and anchor Agustina “Tina” Nolasco, this responsibility has changed the way she approaches her work. 

As a journalist for DZRH, Tina covers government agencies and events in Manila and anchors the radio programme Adbokasiya. She is also a part-time radio drama artist at the station. 

Being descriptive is part of the job. But when a story involves suicide, she has learned that not every detail needs to be told. 

“As a radio reporter, my job usually requires being very descriptive,” Tina says. “However, after the training, I learned that I need to use neutral language and avoid overly descriptive details.” 

Tina was among the media practitioners who took part in the Mindful Media capacity development sessions organized by the World Health Organization (WHO) with support from the Australian Government in 2023. The initiative aimed to equip communicators, storytellers and media organizations with the skills and tools for responsible and ethical reporting and portrayal of suicide. 

The Mindful Media approach is built around respect for life, responsibility to prevent further harm, and care for sources, audiences, practitioners and organizations. 

For Tina, the training changed how she approaches suicide-related stories. She became more deliberate about the language and details she includes, avoiding suicide notes, scene imagery, descriptions of methods and specific locations. Instead, she focuses on factual information and opportunities to educate audiences and encourage people experiencing suicidal thoughts to seek help. 

The experience also reinforced the wider role journalists play in shaping public understanding. 

 “Through responsible reporting, audience members who may be experiencing suicidal thoughts are less likely to imitate the action. Instead, they are encouraged to reach out for help.” she says. 

WHO identifies responsible interaction with the media as one of the evidence-based interventions for suicide prevention. Accurate and sensitive reporting can help reduce stigma, promote help-seeking and communicate messages of hope and recovery. Sensationalized reporting and unnecessary details, on the other hand, can increase the risk of harm. 

But Tina's experience also shows why responsible communication cannot rest on individual journalists alone. 

She has encountered situations where programme anchors ask for graphic or sensitive details while she is live on air, without necessarily being familiar with responsible reporting practices. For Tina, this highlights the need for anchors, reporters, writers, editors and other newsroom staff to have a shared understanding of how to approach suicide-related content. 

In the Philippines, the Department of Health issued Administrative Order No. 2022-0004, which provides guidelines for the ethical and responsible reporting and portrayal of suicide in media, audiovisuals and films. 

The initial Mindful Media work in 2023 focused on building the capacity of individual communicators and media practitioners. Building on this, DOH and WHO are continuing the work in 2026 with a greater focus on how responsible practices can be supported across media organizations. 

This includes strengthening editorial processes, content review, quality assurance and organizational guidance so that responsible communication becomes part of how stories are developed and decisions are made. 

For Tina, the training has also had an impact beyond the newsroom. She says it has made her “more compassionate, understanding, and respectful of the privacy of victims and their families.” 

She is hopeful about the direction of the media landscape. Tina has observed growing awareness among journalists and newsrooms that words matter, with more reporters becoming willing to move away from sensational habits and place greater emphasis on empathy, ethics and mental health resources. 

Her experience is a reminder that the way suicide is communicated matters not only to journalists and media organizations, but to everyone who receives, shares and responds to these stories. Responsible communication can help foster greater understanding, reduce stigma and create a more supportive environment for people in distress, their families and their communities. 

If you or someone you know needs support, contact the National Center for Mental Health (NCMH) Crisis Hotline at 1553 or 0919 057 1553.