As World Suicide Prevention Day approaches on 10 September 2026, Lifeline Aotearoa is calling on New Zealanders to back a fundraising and awareness campaign that will help ensure people experiencing emotional distress and suicidal crisis can access support when they need it most.
The campaign, themed "Make Your Kindness Ripple", highlights the far-reaching impact of a single conversation. Every call answered and every text responded to by Lifeline has the potential to create a ripple effect that extends beyond the individual seeking support, touching whānau, friends, workplaces and communities.
In financial year 2024/2025, Lifeline answered more than 40,000 calls and guided people through more than 182,000 text message interactions across its services. These conversations provided vital connection, support and hope for people navigating some of the most difficult moments of their lives.
Lifeline National Manager Lisa Braid says World Suicide Prevention Day is an important reminder that meaningful conversations can save lives.
"Every day, our counsellors and volunteers speak with people who are facing overwhelming emotional distress, or thoughts of suicide. Often, what they need most in that moment is a compassionate person who will listen without judgement and help them find a way through," says Braid.
"We know that suicide affects far more than one individual. The impact is felt by family members, friends, colleagues and entire communities. That's why every donation to Lifeline helps create a ripple of support that reaches much further than a single conversation."
The campaign is also sharing the story of Sarah*, who contacted Lifeline during a period of profound despair and hopelessness.
A few years ago, Sarah reached a crisis point where she felt overwhelmed, isolated and unable to see a future for herself. In a moment that scared her, she called Lifeline.
"I called Lifeline in a moment of complete hopelessness," Sarah recalls. That conversation became the first step in her recovery journey and helped her begin to recognise her own worth and the support available to her.
Months later, Sarah recognised similar signs of depression in her brother and encouraged him to seek support. Today, both siblings are doing well.
"I know that one of the only reasons my brother is here is because of your service. And for that I am eternally grateful. He is now doing so well, he's spreading his wings and he's building a life that he deserves," says Sarah.
Braid says Sarah's story demonstrates how support can reach far beyond the person who first makes contact.
"When someone reaches out and receives support, the positive impact doesn't stop with that individual. It can strengthen families, help people support others around them and create greater awareness and understanding across communities."
"Stories like Sarah's remind us that reaching out for help is a sign of strength, and that having help available at the right time can be life changing."
Lifeline is encouraging New Zealanders to support the World Suicide Prevention Day appeal by donating, sharing campaign messages and helping start open conversations about mental health and suicide prevention.
"Together, we can help ensure that when someone takes the courageous step of reaching out, there is someone there to answer," says Braid.
Name changed to protect privacy.
*If you or someone you know needs help, contact Lifeline on 0800 543 354 (0800 LIFELINE) or free text HELP to 4357.