MEN IN RURAL COMMUNITIES LEAST LIKELY TO SEEK SUPPORT WHEN STRUGGLING TO COPE, NEW SAMARITANS SURVEY REVEALS

A new UK Samaritans survey has discovered that men in rural areas (43%) are less likely than men in urban areas (51%) to reach out for support or talk to someone if they are struggling with their mental health. Women living in rural areas are much more likely than men to seek help with 60%, saying they would talk to someone if they were struggling.

The findings come as Samaritans Cymru launches a new phase of its Real People, Real Stories campaign, , which aims to reach men in rural communities in Wales who are struggling to cope to prevent them reaching crisis point. Based on the latest suicide statistics for Wales, men are 3.9x times more likely to die by suicide than women. Additionally, men aged 45-54 have the highest suicide rate.

Two thirds of men living in rural areas (66%) also said there are a variety of factors that would stop them reaching out for support even if they were struggling. Samaritans discovered the top three barriers are stigma around mental health (18%), not knowing who to turn to (15%) and lack of awareness of support available (15%).¹

As evidence suggests that suicide rates are higher in rural areas compared to urban areas and rural-based occupations, such as those in agriculture, have also been shown to have an increased risk of suicide, Samaritans Cymru is raising awareness amongst men in these areas to let them know they do not need to face things alone.

This March, Samaritans Cymru are raising awareness of their helpline right across Wales. All rural local authorities will have the Samaritans English and Welsh helpline number advertised on petrol pumps this month and S4C will be running an advert to encourage men to reach out for support. Radio adverts will also be broadcast, along with posters displaying handwritten messages from men who have struggled in the past.

Sarah Stone, Executive Director for Wales at Samaritans said:

“Samaritans Cymru exist to reduce the number of people who die by suicide. Suicide is a major public health issue but also a major inequality issue. We are here for anyone struggling to cope, no matter who you are or where you are. Mental health challenges and suicide are complex, going beyond where you live or your profession, but these can be factors. In Wales, the increased risk for those living in rural and agricultural settings due to poor access to services, isolation and persistent loneliness mean it’s essential we do more to reach these individuals and communities.

“We hope this new Real People, Real Stories campaign will raise awareness of the support that’s out there and most importantly, let men in rural communities know that reaching out for help is a huge strength, not a weakness.

The current phase of Welsh Government’s Talk to me 2, the national suicide and self-harm plan for Wales

(2015-22) , is coming to an end this year, with a review currently underway. In relation to the Welsh Government plan, Sarah Stone added –

“We are pleased to continue working with Welsh Government on this dedicated plan for suicide prevention in Wales. We hope that the review and subsequent work to develop the next phase takes into account the detrimental effects that the pandemic has had in Wales; it has widened inequalities for those who were most vulnerable to begin with. In the current plan, men in mid-life and rural areas, are listed as priority people and priority places and we hope that this remains high on the agenda once again.

“Despite some progress already being made, we have seen no overall reduction in suicide rates over time in Wales and the implementation of suicide prevention measures needs to take place at greater scale and with greater pace. Alongside this, it is clear that efforts to improve poor mental health and subsequent suicide risk need to be targeted and applied through an inequality lens. Suicide is not inevitable, it is preventable – we must do all we can, whoever we are, to reduce it”

Jim McLaren MBE, Farmer and Chair of NFU Mutual, added:

“As a farmer myself, I’m all too aware of how isolation is affecting rural communities. Feelings of uncertainty and overwhelming change have really challenged our mental health. Our customers told us that isolation, loneliness and anxiety were on the rise, and NFU Mutual has been committed to finding the best ways to help.

“Supporting communities has always been at the very heart of NFU Mutual’s approach, and the NFU Mutual Charitable Trust is one of the main ways NFU Mutual provides charitable donations.

“We’re proud to be supporting Real People, Real Stories, raising awareness of the support Samaritans offer around the clock. Finding a safe, non-judgmental space to explore their feelings could be a person’s first step on their journey to looking after their recovery.”

As we mark two years that have been challenging for everyone since the start of the Coronavirus pandemic in Wales, it’s vital to encourage men in rural communities finding life tough to seek help by calling Samaritans for free 24/7 on 116 123 or in Welsh on 0808 164 0123 (Open every day 7pm-11pm). They can also access support by visiting samaritans.org for online self-help tools and information.

You can find out more about the Real People, Real Stories campaign here.