Go on, say it. Say "suicide", and you just might save someone's life, not push them to end it. The move to destigmatise the word is central to a "zero suicides" campaign, launched this week by UK deputy prime minister Nick Clegg, to cut deaths in people treated by the country's National Health Service. The goal is to emulate the impressive results from a decade-long anti-suicide programme pioneered in Detroit, Michigan, by the Henry Ford Health System. Within four years of the programme launching in 2001, suicides dropped 75 per cent, from 89 to 22 patients per 100,000 of the population covered. And between 2008 and 2010, there were no suicides at all.
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