Afloat Brandbook

I’d Like to Tell You About a Good Friend of Mine.

American Foundationfor Suicide Prevention

He’s a large part of why I’ve done this project. But out of respect I’ve changed his name and appearance.

This is Jacob.He’s an amazing musician, with the skill of

Debussey and the imagination or style of

Animal Collective.

He’s good about sharing stuff and won’t

hesitate to let you in on some of his beers,

smokes, and leftover pizza with you.

The dude is always down to party, talk about

your feelings, and help you move your couch

into your living room.

Like many, he’s been through tough times,

but he won’t try to let it burden anyone.

1

2

3

4

He has struggled with depression since he

was roughly 14 years old, and is one of the

biggest pessimists ever.

He comes from a background of financial

struggle, and does not have good control

over his money.

For the past two years, he has been

struggling with alcoholism.

He needs people to be “happy,” yet he

suppresses any and all issues until forced

by me or our other friends.

On the flip side...1

2

3

4

FEAR, STRUGGLE, PRESSURE, OR CERTAIN MENTAL DISORDERS PUT PEOPLE LIKE JACOB AT A RISK:

SUICIDE.

JEOPARDY.Many are afraid of seeking professional

help from someone. Silence puts them in

On Aug. 19, 2012, Jacob told me that he was seriously considering suicide.

I was pretty shocked.

We talked for hours. About the pressure he feels from his family and friends to succeed, how he has lost his passion in music, and the near complete loss of will to live or function in this society.

%BUT HE ISN’T THE ONLY ONE THAT SUICIDE AFFECTS

RISING RATESSince 2000, suicide rates per a 100,000

population have steadily increased.

GENDERMen are nearly 4 times more likely to die by

suicide. But Women actually attempt suicide

3 times as often as men.

%BEING BLUE90% of people who die by suicide have

a diagnosable and treatable psychiatric

disorder at the time of their death.

RACE Caucasians have the highest rate of suicide

at 13.5%.

Thankfully, there are some that are concerned...

nd so begins the story of AFSP.

[ AFSP: The American Foundation

for Suicide Prevention ]

In 1987, a number of leading experts on suicide

came together with business and community leaders

and survivors of suicide to form AFSP, a registered

501(c)(3) nonprofit organization. They believed that

only a combined effort would make it possible to fund

the research necessary for progress in the prevention

of suicide. Such an approach had proven successful

with heart disease, cancer and diabetes and it was

hoped that it would be successful in dealing with

depression and suicide.

Many of the original founders were concerned with

the alarming rise in youth suicide over the past four

decades. During this period, the suicide of young

men had tripled; that of young women had doubled.

Suicide is now the second major cause of death

among high school and college students.

Currently, suicide is even more frequent among older

people. The highest rates are found in men over

50. Before AFSP was formed, there was no national

not-for-profit organization dedicated to funding the

research and education programs necessary to

prevent suicide.

A

+What does AFSP do?

The American Foundation for Suicide Prevention

(AFSP) is the leading non-profit organization

dedicated to understanding and preventing suicide.

Their efforts are concentrated on every demographic

in America afflicted by mental disorders and those

impacted by suicide. What they do is valuable

because above anything they provide readily

accessible resources guided towards suicide

prevention. Objectively, they function to bring down

the overall rate of suicide through outreach and

provision of information pertaining to potential suicide

victims and again, anyone impacted by the act itself..

Subjectively, they function as a single, united national

non-profit organization that aimed at peacefully and

comfortably reaching out to victims in order to create

a personable relationship with the affected parties.

To achieve their goals, the AFSP has implemented five

core strategies: funding of scientific research, offering

educational programs for professionals, educating the

public about mood disorders and suicide prevention,

and promoting policies and legislation that impact

suicide and prevention.

-Why isn’t

it thebest?

While the scope of resources is broad, but AFSP’s strengths lie mainly in the individual coming to them, rather than trying to reach out on a more personal level.

?So then what’s the problem

WHY

WHY

The audience isn’t well defined

Their identity is generic

Tone of communication is alienating

AFSP’s strength of personal outreach is weak.

Their execution is inconsistent.

Again, why?SIMPLY, IT’S

ALL OVER

THE PLACE,

IN BOTH THE

VISUALS AND

THE VOICE.

PEOPLE IN JACOB’S SITUATION JUST AREN’T RECEPTIVE TO THIS KIND OF PERSONALITY.

So where d esAFSP fit?

MINIMAL

COMPLEXITY

ORNAMENTAL

DYNAMIC

PERCEIVED MOVEMENT

STATIC

Visually and vocally it doesn’t make any leaps and bounds.

BEFRIENDERS LIFELINE FAMILIES FOR DEPRESSION AWARENESS

TO WRITE LOVE ON HER ARMS

DIVINECAROLINE

STRONG

POTENCY

WEAK

CHEAP

SOPHISTICATION

LUXURIOUS

It just maintains modesty to reach the average audience.

But it sh uldfit like this

MINIMAL

COMPLEXITY

ORNAMENTAL

DYNAMIC

PERCEIVED MOVEMENT

STATIC

What it needs to have is a bolder, memorable style

STRONG

POTENCY

WEAK

CHEAP

SOPHISTICATION

LUXURIOUS

BEFRIENDERS LIFELINE FAMILIES FOR DEPRESSION AWARENESS

TO WRITE LOVE ON HER ARMS

DIVINECAROLINE

And do dynamic things that will make it distinguishable.

They need to shift their stylisticdimension and perception from...

COMPLEXITY

CHEAP LUXURIOUS

MIN

IMA

LO

RN

AM

ENTA

L

SOPHISTICATION

A weird, stagnant middle ground...

To something more resonant

BUT THIS SORT OF SHIFT CAN BE CHALLENGING BECAUSE

It’s been doing well at speaking to these people.

But it should also speak to these people.

It should be less general & alienating and be way more personal & connected.

“By using the great resources AFSP

provides, I can understand and

help prevent suicide.”

“AFSP shares my concerns for

people and the issues that exist in

their lives.”

“AFSP’s scale of outreach reassures

me that people are willing to listen

and help one another.”

“I have drive to build stable

connections and my belief that

one doesn’t have to be alone is

reaffirmed through AFSP.”

“The resources AFSP provides allow

me to easily access information

about suicide at any time.”

“My membership in AFSP gives

me a good place to advocate

suicide prevention.”

“AFSP’s wide community gives me

confidence that my efforts will

raise awareness about the issue.”

“Thanks to AFSP I am motivated

to take part in efforts that will

hopefully change the public

opinion about suicide.”

Soci

al

Functional

Mental

Spiritual

BECAUSE CERTAIN QUALITIES NEED TO BE REINFORCED, LIKE:

CONNECTION,

UNDERSTANDING,

PRACTICALITY,

PRACTICALITY, & EQUALITY

PRODUCT / BENEFITEducating and understanding the

factors that cause suicide in order

to take measures that prevent it.

POSITIONINGFor addressing nearly every

audience the issue of suicide

involves without preferential

treatment towards anyone.

STYLINGEquality, personableness,

empathy, modesty, consideration,

soothingness, connectivity

MISSIONTo assure users, victims, and

survivors that one should not have

to face personal problems alone.

VISIONAll people, regardless if they

face emotional problems or not,

should strive to build a connection

to one another.

VALUESCare, practicality, wisdom,

guidance, casualness,

relaxation, comfort

Basically, it should function like your favorite camp counselor or group leader.

To paint a portrait, he’s something kind of like this:Noah Chavez

Appearance: Puerto Rican, 5’10”, age 24

Place of Residence: Toronto, Canada

Education: McGill University, majoring in Physical Therapy

Occupation: Intern at Venture Academy

Style: Typically business casual, but generally a laid back approach

Hobbies: Concerts, rock climbing, disc golf, bowling, mandolin

Dreams About: Being a superhero, saving people from falling off of cliffs

Noah has lived in Toronto since he was 10 after his family moved there from Bayamón, Puerto Rico for

his father’s job. Though he is currently trilingual (Spanish, French, English), it was difficult as a child

to quickly make friends due to the initial language barriers. When Noah was 14, his father passed

away from lung cancer, and his mother and younger brother underwent long periods of depression.

Though he too was affected, he felt that as the oldest son he had a responsibility to fill the void of

patriarchy in his family at an early age.

Noah has always been there for his friends, and always enjoys listening to them and helping to

solve their personal problems. When one of his closest friends unexpectedly committed suicide after

their senior year of high school, he made it one of his private goals to understand the reasons behind it

through the work of AFSP. He now advocates for the organization on his downtime.

123

Someone that genuinely cares about you.

Someone separate from

the situation to see it in an

objective way.

Someone anyone can

confide their secrets in.

But it’s more than just preventing suicide and leaving it at that.

It also has to be about maintaining well-being and to keep people afloat.

We are the only personal crisis solvers that want to stick around if things keep getting rough.













C: 7 M: 7 Y: 32 K: 1

C: 88 M: 71 Y: 40 K: 27

C: 10 M: 70 Y: 100 K: 1

C: 66 M: 62 Y: 55 K: 40

C: 88 M: 59 Y: 9 K: 1

C: 0 M: 0 Y: 0 K: 100

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TRADE GOTHIC

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AA A

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> Set Neutraface in sentence case for a positive, conversational tone in forming messages.

> USE UPPERCASE ONLY FOR STRONG OPENING STATEMENTS OR TAGLINES

> WHEN TRADE GOTHIC BOLD CONDENSED NO. 20 IS USED, SET IT IN UPPERCASE.

LETTER CUTOFF EXECUTION

TYPEFACES LETTERCASE POLICY

IMAGE PALETTE [ PHOTOGRAPHY ]

IMAGE PALETTE [ GRAPHICS ]

www.afsp.org


120 Wall Street, 29th FloorNew York, NY 10005Phone: [212] 363 3500 Email: [email protected]

Avoid the temptation to say, “You have so much to live for.”

www.afsp.org

Phone: 212 363 3500 | Email: [email protected]

DAVID NORTONChair

120 Wall Street, 29th Floor | New York, NY 10005


120 Wall Street, 29th FloorNew York, NY 10005

SUPPORT PUBLIC POLICY ABOUT CONTACTSUPPORT PUBLIC POLICY ABOUT CONTACT FIND US ON:FIND US ON:

SEARCH

In the news

How aware are youof the warning signs?

OBAMA CAMPAIGN RESPONDS TO AFLOAT’S CANDIDATE SURVEY.

IF YOU ARE IN A CRISIS,

CALL

1 800 273 TALK (8255)NATIONAL SUICIDE PREVENTION HOTLINE

The National Council for Suicide Prevention

(NCSP) sent out a survey to four presidential

campaigns: former Governor Mitt Romney

(R), President Barack Obama (D), Jill Stein

(Green) and former Governor Gary Johnson

(Libertarian).

REGISTER TODAY FOR OUT OF THE DARKNESS COMMUNITY WALKS

Suicide can be prevented. While some suicides occur without any outward

warning, most people who are suicidal do give warnings. Prevent the suicide of

loved ones by learning to recognize the signs of someone at risk, taking those

signs seriously and knowing how to respond to them.

EDUCATION SURVIVING LOSS WHAT TO DO INVOLVEMENT RESOURCES STOREHOME



SEARCH

College Student Depression &SuicideHANDLING THE TRIALS OF THE UNIVERSITY LIFESTYLE AND TAKING CONTROL

College Student Depression &SuicideHANDLING THE TRIALS OF THE UNIVERSITY LIFESTYLE AND TAKING CONTROL

WATCH THE TRUTH ABOUT SUICIDE Afloat has developed The Truth about Suicide: Real Stories of Depression

in College as an outgrowth of its commitment to support colleges and

universities in implementing suicide prevention as an integral part of their

ongoing campus activities and services. The aim of this 27-minute film is

to present a recognizable picture of depression and other problems

associated with suicide, as they are commonly experienced by college

students and other young adults.

Development and production of the film was made possible by generous

gifts to Afloat by several families who have experienced the tragic loss of

a son or daughter to suicide while they were in college. We wish to

especially acknowledge the support provided to the College Film Project

from the Jonathan Marc Goodstein Memorial Fund, the Larry Weinberg

ACTIVITIES

SCHOOL RESOURCES

COLLEGE STUDENTS

ORDER MATERIALS

PRESENTATIONS

MENTAL DISORDERS

MORE INFOSHARE

HANDLING THE TRIALS OF THE UNIVERSITY LIFESTYLE AND TAKING CONTROL

HANDLING THE TRIALS OF THE UNIVERSITY LIFESTYLE AND TAKING CONTROL

EDUCATIONSURVIVING LOSS WHAT TO DO INVOLVEMENT RESOURCES STOREHOME



SEARCH

Survivor Outreach Program

REQUEST A VISIT

Through Afloat's Survivor Outreach Program, trained local volunteers are on hand to:

> Meet in person and visit with newly-bereaved survivors and their families.> Listen with compassion and offer reassurance that surviving a suicide loss is possible.> Recommend helpful things to read.> Provide information about support groups and other local resources.

COPING

SURVIVOR OUTREACH

HONOR LOVED ONES

SURVIVOR RESEARCH

JOIN THE NETWORK

SUPPORT GROUPS

Peer-based Bereavement Support for Survivors of Suicide Loss

After a suicide, those left behind often:

> Wonder if there is anyone out there that understands

> Need local resources for support

> Want reliable information about suicide and its aftermath, but aren't sure

where to find it

How do I request an outreach visit?

Simply contact your local AFSP Survivor Outreach Program Coordinator. (See

list below.) You'll be asked about your particular loss in order to match your

request to a team of two trained volunteer survivors. Soon after, one of the

NEBRASKALaraine Peck, Volunteer

(402) 496-0309, [email protected]

Simply contact your local Survivor Outreach Program Coordinator listed below.

Afloat is working hard to expand this program to as many local Chapters as possible.

If you don't see your area listed, we can help you arrange a visit-by-phone.

Contact [email protected] or call 212-363-3500, ext 2035 for info.

EDUCATIONSURVIVING LOSS

WHAT TO DO INVOLVEMENT RESOURCES STOREHOME


EDUCATION SURVIVING LOSSWHAT TO DO

INVOLVEMENT RESOURCES STORE


SEARCHHOME

Know the Warning Signs

OBSERVABLE SIGNS OF DEPRESSION

Increased Alcohol or Drug Use

NOTABLE SITUATIONS TO LOOK OUT FOR

Suicide can be prevented. While some suicides occur without any outward warning, most people who are suicidal do give warnings. Prevent the suicide of loved ones by learning to recognize the signs of someone at risk, taking those signs seriously and knowing how to respond to them.

ABOUT SUICIDE

STATISTICS

FOR THE MEDIA

FAQs

RISK FACTORS

WARNING SIGNS

1

2

Unrelenting Low Mood

Pessimism

Feelings of hopelessness making it difficult to cope

with day to day life.

State of mind in which one anticipates undesirable

outcomes or believes that the evil or hardships in

life outweighs the good or luxuries



SEARCH

OUT OF THE DARKNESS

FIND A CHAPTER

START A CHAPTER

EVENTS

LGBT INITIATIVE

TEEN SUICIDE PREVENTION

WALK TO SAVE LIVESIn the United States, a person dies by suicide every 15 minutes, claiming more than 36,000 lives each year. It is

estimated that an attempt is made every minute, with close to one million people attempting suicide annually. Suicide

is the fourth leading cause of death in the U.S. among adults 18-65, the second leading cause of death among teens

and young adults, and individuals ages 65 and older account for 16 percent of all suicide deaths. This is a public

health issue that does not discriminate by age, gender, ethnicity, or socio-economic status. Walk to save lives!

WALK TO RAISE FUNDSAFSP funds research aimed at improving our understanding of suicide and ways to prevent it as well as educational

programs to increase awareness about prevention, warning signs and the psychiatric illnesses that can lead to suicide.

Walk to raise funds, find an event near you and register today!

OUT OF THE DARKNESS

FIND A NEARBY EVENT

REQUEST INFO

DONATE NOW

UPCOMING WALKSBroward County

Phoenix Area

Tampa Bay 3rd Annual

Martin County

Inland Empire

Long Island

Orlando 6th Annual

Las Vegas

Coachella Valley

Anchorage

Malone

Helena

Mid Ohio Valley

Camden County

Oklahoma City

Pine City

WALK TO HONOR LOVED ONESAFSP funds research aimed at improving our understanding of suicide and ways to prevent it as well as educational

programs to increase awareness about prevention, warning signs and the psychiatric illnesses that can lead to suicide.

Walk to raise funds, find an event near you and register today!

EDUCATION SURVIVING LOSS WHAT TO DOINVOLVEMENT

RESOURCES STOREHOME


EVERY 41 SECONDS SOMEONE IS LEFT TO MAKE SENSE OF IT.


EVERY 40 SECONDS SOMEONE IN THE WORLD DIES BY SUICIDE.

Be aware of the danger your loved one may face. END THE SILENCE AND VISIT www.afsp.org

IF YOU’RE ONTHE BRINKRIGHT NOW,

We would liketo sit down andhear why.


Understand that someone is always willing to listen.END THE SILENCE AND VISIT www.afsp.org

HO

NO

R YOU

R LOV

ED O

NES

END

THE SILEN

CE


SILENCEEND THE

TO S

AVE

LIVE

S

TO HONOR LOVED ONES

WALK

TO RAISE FUNDS


JON DUONG

VISC 520

DESIGNING FOR CHANGE

FALL 2012

JEREMY SHELLHORN

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