Brooklyn Bridge rescue spurs conversations about suicide prevention

Social media users also expressed concern about nicotine and caffeine worsening anxiety.

Earlier this month, a viral video showing a woman being rescued from the Brooklyn Bridge prompted ongoing discussion online about compassion for people experiencing suicidal thoughts. Meanwhile, social media users shared how nicotine and caffeine had influenced mental health symptoms, and another lawsuit against Meta revived debate about who is responsible for protecting youth mental health from social media.

In response, communicators may recirculate suicide prevention resources, highlight the mental health impacts of common substances, and offer tips for helping youth use social media safely.

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What’s trending nationally in conversations about mental health

On July 8, first responders rescued a woman on the Brooklyn Bridge who was seemingly planning to jump. Social media users across platforms shared videos of the event, with some posts receiving millions of views as of July 21. Commenters overwhelmingly praised the responders for preventing a potential suicide and expressed sympathy for the woman. Many shared personal stories about experiencing suicidal thoughts and encouraged others to seek support.

Over the past two weeks, social media users across platforms discussed how nicotine and caffeine impact their mental health. In response to an Instagram post suggesting that using the stimulants can aid weight loss, some commenters noted that nicotine and caffeine can worsen anxiety. Meanwhile, a Reddit user shared a post in an ADHD-focused forum saying that they had unknowingly used nicotine to manage undiagnosed ADHD and asked others how they stopped using the substance. Commenters shared personal stories about quitting nicotine and finding new ways to manage ADHD symptoms, like taking prescription medication.

On July 20, jury selection began for a Tennessee lawsuit against Meta accusing the company of designing Instagram features that harm youth mental health. While engagement is expected to rise in the coming weeks, current posts about the lawsuit debated whether Meta should be held accountable, with some commenters arguing that parents—not the company—are responsible for how youth use social media.

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Recommendations for public health professionals

The Infodemiology.com team will provide messaging recommendations in response to some of the trending narratives outlined above. These helpful tips can be used when creating content, updating web and FAQ pages, and developing strategy for messaging about mental health.

Viral videos that seem to show suicidal behavior may increase the need for messaging about available support. Communicators may want to share the warning signs of suicide and direct people to free suicide prevention resources, including the 988 Suicide & Crisis Lifeline. Messaging may also highlight support groups and other resources for those who have lost loved ones to suicide, as well as general mental health resources, such as therapist directories and local mental health centers.

Conversations about nicotine and caffeine provide an opportunity for education on how common substances impact mental health. Messaging may explain that both nicotine and caffeine may disrupt sleep and increase anxiety. Communicators may want to share resources to help people quit nicotine and highlight evidence-based treatment options for ADHD and other mental health conditions, like medication and therapy. Encouraging people to talk to their health care provider about ways to quit or reduce substance use is recommended.

Lawsuits alleging that social media companies have harmed youth mental health frequently prompt conversation. Communicators may continue to highlight the mental health risks of youth social media use and circulate tips for helping youth use social media safely. Messaging may include mental health resources geared toward youth, including the peer support hotline YouthLine, mental health warning signs in youth, and information for caregivers about supporting children’s mental health.