Purpose – The purpose of this paper is to examine the contribution of public awareness campaigning in developing community capacity toward preventing male suicide and explores emerging considerations for suicide prevention programme development. Design/methodology/approach – The paper draws on campaign evaluation data, specifically qualitative discussion groups with the general public, to report results concerning campaign processes, and “interim” effectiveness in changing public awareness and attitudes, and then discusses how progress is to be lasting and transformational. Findings – The campaign raised the awareness of a substantial proportion of those targeted, and affected attitudes and behaviour of those who were highly aware. The community settings approach was effective in reaching younger men, but there were challenges targeting the public more selectively, and engaging communities in a sustained way. Practical implications – The paper discusses emerging considerations for suicide prevention, focusing on gender and approaches and materials for engaging with the public as “influencers”. There are challenges to target audiences more specifically, provide a clear call to action, and engage the public in a sustained way. Social implications – The paper discusses emerging considerations for suicide prevention, focusing on gender and approaches and materials for engaging with the public as “influencers”. There are challenges to target audiences more specifically, provide a clear call to action, and engage the public in a sustained way. Originality/value – The paper adds fresh evidence of gendered communication processes, including their effects on public awareness, attitudes and engagement. Application of a theory of change model leads to systems level findings for sustaining programme gains
