Suicide Prevention Awareness Campaigns Are Not Optimized for Older Adults Despite High Risk

February 26, 2025

Older adults have the highest rates of suicide in the U.S. population, but most well-known national suicide prevention organizations do not have easily accessible prevention resources targeting this population, according to a new study led by researchers at McLean Hospital, a member of the Mass General Brigham health care system.

Their findings, published in the American Journal of Geriatric Psychiatry, highlight the urgent need for suicide prevention efforts that address the unique health care needs of older adults.

“As clinicians and researchers in geriatric psychiatry, we frequently work with older adults who express suicidal thoughts,” said senior author Ipsit Vahia, MD, chief of the Division of Geriatric Psychiatry at McLean Hospital.

“Our team was interested in understanding how an older adult in the community may seek resources around suicide prevention and what they are likely to find. What we uncovered was an imbalance in who online suicide prevention efforts are targeted toward, and a great unmet need for older adults.”

The work, carried out in the Technology and Aging Laboratory at McLean Hospital, was driven by the fact that older adults are increasingly using internet resources to seek health information.

Senior couple at desk with laptop

Investigators focused their online search on well-recognized, not-for-profit organizations or federal agencies that appear on the first page of a Google search, intending to replicate the natural search process of older adults using the internet.

Their findings revealed that resources targeting older adults were scarce and not easy to find, even though most of the websites they came across acknowledged the high risk of suicide amongst this population.

Adults aged 75 and older have one of the highest suicide rates (20.3 per 100,000), according to the Centers for Disease Control and Prevention (CDC). CDC estimates have revealed declines in suicide rates in several age groups under 34 years old in recent years, whereas the rate in adults over 75 has increased.

This may be due to social isolation and loneliness, underrepresentation in research, and systemic implicit biases against older adults, according to Vahia.

“Public-facing suicide prevention campaigns have a record of effectiveness, and the need for such campaigns targeting older adults is greater than ever,” he said. “Our hope is that shedding a light on this imbalance may lead to major suicide prevention organizations considering ways to make their resources more easily accessible to older adults.”

Regarding next steps, the team emphasizes that addressing the disparities in suicide prevention efforts for older adults will require targeted campaigns and tailored prevention programming that factor in the unique health care needs of older adults and can be featured on easily accessible, online platforms. They add that increased funding and research focused on late-life suicide prevention is needed.