The ‘Better Off With You’ campaign offers a new approach to local suicide prevention

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For IMMEDIATE RELEASE on Tuesday 21 January 2020

The ‘Better Off With You’ campaign offers a new approach to local suicide prevention

The Mackay, Whitsunday and Isaac region is one of two areas in Australia chosen to appear front and centre of a new suicide prevention campaign pilot, delivered by national mental health charity SANE, in partnership with Northern Queensland Primary Health Network (NQPHN). Launching today for a six-week campaign, Better Off With You features three real stories told by people with experience of suicidal thoughts and attempts.

SANE CEO Jack Heath said the new campaign takes an innovative approach to reaching local people who may be contemplating suicide. The campaign has been developed to challenge the common misconception held by people with suicidal thoughts that their friends and family would be better off without them.

“Feeling like a burden on friends and family is an aspect of suicidal thinking that is rarely discussed but arises far more often than people realise,” Mr Heath said. 

“There are more than 500,000 Australians alive today who have attempted suicide at some stage in their lives. Sadly, we know that for many people who attempt or go on to take their own lives, feeling like a burden can be a major contributing factor. When you feel like a burden, it’s easy to lose perspective of the positive things you bring to the lives of those around you.”

“By sharing real stories from people who considered ending their lives because they felt they were a burden, we have the opportunity to reach people feeling the same way today, to let them know that they are not alone, inspire hope and encourage them to seek support.”

The powerful video stories can be viewed on the Better Off With You campaign website,, together with support information and a listing of local services.

The prevention of suicide is an important issue in the region and the Better Off With You campaign contributes to community awareness strategies in the Whitsunday, Isaac and Mackay Suicide Prevention Community Action Plan.

NQPHN Executive Director Mackay Karin Barron said “The social and emotional wellbeing of our communities is strongly impacted by suicide. We welcome the fresh approach of the Better Off With You campaign which compliments the work being undertaken in our region to deliver the Suicide Prevention Community Action Plan and community-based suicide prevention activities.”

“We are proud to collaborate with SANE on this campaign to provide support and improve the mental wellbeing of residents.”

Bonnie Vincent, who leads the project at SANE, added “It’s been a true collaborative effort, working with local groups to develop the campaign, including those with lived experience, to ensure the campaign is safe, effective and makes a real difference in the region.”

The Better Off With You pilot initiative is supported by funding from the Australian Government’s Department of Health.

For more information, visit or follow #BetterOffWithYou #BOWY across social media. 

If you, or someone you know, is at immediate risk call 000 or visit the emergency department of your nearest hospital. Support is also available by calling Lifeline on 13 11 14 or the Suicide Call Back Service on 1300 659 467. These specialised support services are readily available to listen to any concerns and to provide support and assistance to develop coping strategies.


The following people are available for interview:

  • Jack Heath - CEO, SANE
  • Bonnie Vincent - Project Lead, Better Off With You, SANE 
  • Karin Barron - Executive Director Mackay, Northern Queensland Primary Health Network
  • Deb Rae - Chair, Whitsunday, Isaac and Mackay Suicide Prevention Community Action Planning Group

SANE is managing all media requests

To request an interview, please contact the SANE Media Centre at This email address is being protected from spambots. You need JavaScript enabled to view it. or call 
Monday or Tuesday: Ellen Sproule – M: 0407 367 215
Wednesday, Thursday or Friday: Bianca Lapins – M: 0439 708 381 

Better Off With You  is an innovative, evidence-informed suicide prevention campaign pilot, delivered by  SANE  in partnership with two Primary Health Networks (PHNs) –  Northern Sydney PHN  and  Northern Queensland PHN. The campaign seeks to challenge the perceptions of those who are contemplating suicide that they are a burden on their family, friends and other people. The pilot initiative includes a research component to ensure the campaign’s safety, measure impact and to inform future national suicide prevention activities. The project commenced in October 2018 and will conclude in May 2020, with a six-week public campaign wave taking place from 20 January to 28 February 2020. Better Off With You is supported by funding from the Australian Government Department of Health.  

Better Off With You is a pilot initiative delivered by SANE. SANE is a national mental health charity dedicated to making a real difference in the lives of people affected by complex mental health issues. People living with complex mental health issues are 11 to 45 times more likely to die from suicide than the general population.

NQPHN is an independent not-for-profit organisation, funded by the Commonwealth Department of Health. NQPHN aims to improve health outcomes for all by working with GPs, pharmacists, dentists, nurses, allied health professionals, secondary care providers, hospitals, and the wider community. Across Northern Queensland, from Sarina in the south to the Torres Strait in the north, NQPHN commissions primary and preventative health care – that is, the health care that takes place outside of a hospital – to help ensure North Queensland communities live happier, healthier, and longer lives. For more information on NQPHN, visit 

Last updated: 6 October 2021

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