When actor Robin Williams died by suicide in 2014, the world was plunged into visible mourning at the loss of a beloved cultural figure. Less visibly, behind the tributes, lay a quieter and troubling aftermath. In the four months that followed Robin Williams’ death, nearly 2,000 additional suicides were recorded in the United States, many mirroring the suicide method detailed in media reports.
This is not an isolated event, the phenomenon is well-documented, long-standing, and it’s known as suicide contagion or the Werther effect. These terms are often used to describe how media reporting on suicide (particularly of high-profile figures) can lead to an increase in suicidal behaviour and completed suicides amongst the public.
The Sorrows of Young Werther
The term traces back to 1774, when Goethe’s novel The Sorrows of Young Werther was published. In the book, the protagonist, devastated by unrequited love, takes his own life. Readers across Europe reportedly began dying by suicide in the same way, sometimes even dressing like Werther. While the extent of the effects at the time remains debated, concern was so strong that the novel was banned across several European regions.
In modern times, we have empirical data, not just anecdotes. In 1974, sociologist David Phillips formally identified the Werther effect after analysing suicide trends following prominent media coverage in The New York Times. He found a clear pattern – the more prominently a suicide is reported in the media, the greater the risk of subsequent suicides.
Later studies reinforced these findings. Dr. Steven Stack’s research in the 1980s showed that not only do celebrity suicides correlate with spikes in suicide rates, but the amount, placement, and tone of coverage directly affect how many people may be influenced. After German footballer Robert Enke died by suicide in 2009, for example, suicides using the same method in Germany doubled in just two weeks.
When Marilyn Monroe died, suicide rates in the U.S. jumped by 12% within a month.
This isn’t about censorship or limiting public discourse. Suicide is a critical public health issue that needs visibility, but with that comes responsibility. Research has repeatedly shown that certain reporting practices can and do cause harm. Detailing the method of suicide, oversimplifying causes, or framing the death in romantic terms can all increase risk.
Sharing the Story, Avoiding the Harm
That’s why organisations like the World Health Organisation and Samaritans have developed media guidelines for safe and responsible reporting on suicide. These include avoiding explicit details of the method, using non-sensationalist language, and always including information on support services for those in crisis.
Responsible reporting doesn’t mean less reporting it means better reporting.
As the founding director of a suicide intervention organisation and suicide researcher, I’ve seen how media coverage can either support suicide prevention efforts or unintentionally undermine them. The Werther effect is not theoretical, it’s measurable and preventable. While a large portion of the responsibility sits at the feet of the media, we as individuals must also play our part in being mindful of what we share about suicide. Think before you post – is what I’m sharing helpful? Are these details distressing? Am I just adding to the noise? How would I feel if this were posted about someone I love?
In an era where headlines are written for likes and shares, we have to ask a critical question – are we genuinely informing the public, or are we inadvertently contributing to the very tragedies we try so hard to understand?
If you have been affected by any issues in this article and would like to talk to someone, the Samaritans are available worldwide on 116 123.
Dr. Kayla Cooley is a critical suicidologist, suicide researcher and founding director of a suicide prevention, intervention and postvention organisation.