Introduction

Suicide rates in the UK have reached their highest point since 1999, making the Campaign Against Living Miserably (CALM) mission to prevent suicide more urgent than ever. CALM exists to help people end their misery, not their lives.

Combining a foundation of academic research, such as the IMV model of suicide, and internal team workshops, CALM arrived at five key 'Protective Factors' against suicide: Loneliness, Purpose, Compassion, Mental Health Support, and Resilience.

Traditional market research often struggles to capture honest responses on sensitive topics. In contrast, online platforms allow people to share more openly, offering valuable insights into how they seek support and engage with these factors.

CALM partnered with Satori to examine how these protective factors are discussed at scale in online spaces in order to better understand how to reach those in need.

Tailored Approach

Our work with CALM began by collaborating with their insights team to fully understand their current research and the importance of the five protective factors. This ensured our approach was aligned with CALM’s mission and goals.

We then curated datasets, gathering hundreds of thousands of anonymous, open-source data points from social media spaces where mental health and wellness are frequently discussed. For each protective factor, we created individual datasets, including only the most relevant posts, with dataset sizes ranging from 20,000 to 55,000 data points per theme.

Using our AI-powered landscaping model, we analysed each dataset with precision, making expert adjustments to ensure the outputs were clear and insightful. This process produced five interactive landscapes—one for each theme—allowing for deeper exploration of the data.

Finally, we synthesised the data into an evidence-based narrative. By examining outputs in detail, we crafted a comprehensive report with actionable insights, providing CALM with clear, data-driven recommendations to enhance their services and better support those in need.

Key Findings & Actionable Insights

Our research uncovered three key themes that CALM can act on to better support individuals struggling with suicidal thoughts:

1. Relationships Matter

Across all five protective factors, healthy relationships emerged as a critical element. People frequently seek better connections with friends, family, or partners, and often express feeling isolated. In particular, compassion and resilience are deeply tied to relationships.

Action Point: CALM can enhance its efforts to help individuals build strong, supportive networks, reducing isolation and fostering emotional well-being.

2. The Power of Goals and Habits

A growing focus on self-help and self-compassion is evident, especially within Mental Health Support and Compassion. People want tools to manage their own well-being, from mindfulness practices to self-forgiveness.

Action Point: CALM could explore expanding its content around these practices, empowering individuals to care for themselves more effectively.

3. Self-Compassion & Self-Help

A growing focus on self-help and self-compassion is evident, especially within Mental Health Support and Compassion. People want tools to manage their own well-being, from mindfulness practices to self-forgiveness.

Action Point: CALM could explore expanding its content around these practices, empowering individuals to care for themselves more effectively.

CALM’s Action

These insights give CALM a foundation of knowledge to strengthen their current services and develop new ones to address unmet needs. In doing this, CALM can continue to help even more people find the support they need, both from others and from themselves. Key findings also included details about where individuals currently go to get solutions to these needs. By integrating this knowledge into their service development, CALM can more effectively encourage actions that strengthen the protective factors, while helping to mitigate the harmful behaviours that damage them.