I think the public awareness campaign is worth more than anything at all.
Last year I lost one of my best friends to suicide. Nobody among his family or friends knew he was in that type of place.
This is a very very worthwhile cause! But more than for people to reach out to the depressed, I feel it's more important for the depressed to feel like it's okay to reach out to their family and friends. Difficult to do, but it's easier when you know that people have a better understanding of what you're going through.
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