“…Despite these socioeconomic risk factors, suicide is primarily viewed as a moral failure of individuals, e.g., as a sign of "weakness," "cowardice," "badness," "mental illness," or "admission of failure" [12,24,40], This perspective has become normalized in many societies, and reflects discomfort with and avoidance or rejection of the topic [24,40]. This view of suicide has been documented at all socioecological levels, including individuals who self-stigmatize [24,40,41]; families, peers, and other social groups [9,24]; community [1]; policy (e.g., insurance companies, policies, and personal attitudes affecting coroners' official declarations of cause of death; Noble, 2010 [46];); and media messages, including mass and social media [21,25,26].…”