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June 2, 2022 Checking in with ABP

Introducing agriculture’s Buddy Up persona

We’ve given our buddies help with processing cattle, or picked up parts for them because we were in town anyway, but how often do we take the time to ask how they’re really doing?

Last year the Centre for Suicide Prevention (CSP) added a character to their ever-growing list of personas.

This is Clay. 

Clay was developed with input from Alberta Beef Producers, the Do More Agriculture Foundation, and Canadian Mental Health Association Alberta’s Rural Mental Health Project, as part of CSP’s Buddy Up campaign.

Buddy Up is a men’s suicide prevention communications campaign: “a call to action to men, by men.” The campaign provides an opportunity to learn about men’s suicide, including risk factors (and protective factors), warning signs, and prevention. 

Clay’s farm isn’t doing well, and he says he hasn’t been able to finish his daily jobs. He’s not going to the coffee shop or texting friends anymore. If you have a friend like Clay, step up and offer your support.

Here’s how you can help someone like Clay:

  • Pay attention – Watch for signs that your buddy may not be doing well. 
  • Start a conversation – In a comfortable setting, mention what you’ve noticed.
  • Keep it going – Ask questions and listen to what your buddy says.
  • Stick to your role – Encourage your buddy to reach out to others, call Canada Suicide Prevention Service together, or phone 911. And after the talk, check in often.  

For more information on Buddy Up, and how you can help raise awareness around men’s suicide and how it is preventable, head to buddyup.ca

You can also hear more about Buddy Up in our June episode of The Bovine, with CSP’s External Relations Director Akash Asif.

If you know someone who is thinking about suicide, or if you’re thinking about suicide, call your local crisis line. In Canada, call 1-833-456-4566. 

If you or someone else is in immediate danger, call 9-1-1. 


This article was first published in Volume 2 Issue 2 of ABP Magazine (April 2022). Watch for more digital content from the magazine on ABP Daily.

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