February is Suicide Prevention Month in New Brunswick—a time to show support for those affected by suicide and raise awareness about mental health. One of the key initiatives during this month is A Day in Yellow, an event where people wear yellow as a visible sign of solidarity.

According to Brandi McHarg, Chair of the Saint John Suicide Prevention Committee, “The International Association for Suicide Prevention found that yellow and orange are among the most frequently used colors in suicide awareness and prevention globally. The Canadian Association for Suicide Prevention (CASP) also believes these colors bring feelings of light and hope—like a sunrise at the start of a new day or the comforting glow of a candle.”

The Origins of A Day in Yellow

The movement for Suicide Prevention Month in New Brunswick began with a 2005 study on suicide rates in the province, which highlighted the need for more accessible mental health support. In response, targeted suicide prevention initiatives were launched in northern New Brunswick (2012–2015) and eventually expanded into a province-wide effort. Organizations like CMHA, the Department of Health, and local Suicide Prevention Committees came together to create lasting change. As part of these efforts, A Day in Yellow was introduced as a recognizable, consistent way to encourage conversations about mental health and remind people to check in on one another.

Saint John Suicide Prevention/Facebook

How to Get Involved

Each year, A Day in Yellow brings the community together in meaningful ways:

–Wear yellow on February 7th and share a photo using #suicidepreventionsj2025 to spread awareness.

–Win a $100 Tim Hortons Mental Health Break gift card—an initiative encouraging self-care. Winners will be announced the following Monday.

–Stop by Catapult Coffee (Princess St.) on the morning of February 7th

—wear yellow to receive a free hot drink and pick up mental health resources.

–Join “A Sip of Strength” on February 27th at BMO Theatre—a coffee house event featuring music, poetry, and community connection.

Brandi emphasizes the importance of this initiative, “By wearing yellow, you send a message to your loved ones and community that you support suicide prevention and are an ear to listen if needed. We hope that continuing this conversation will help reduce stigma and encourage greater prevention efforts.”

Indeed, A Day in Yellow is more than an event—it’s a powerful statement of support that tells those struggling that they are valued. It’s a way to show that you’re open to listening and ready to help connect people with resources

By joining in, people send a message: I see you. I support you. You’re not alone. It’s a simple act, but one that can make a real difference.

Saint John Suicide Prevention/Facebook

Need Help? Resources Are Available

Brandi offers words of encouragement for anyone who may be struggling, “I encourage you to reach out for help and support. You are not alone, and help is available. We have great resources across the province, and often, people around us are willing to listen if we ask. It’s okay to not feel okay, and it’s okay to say you need help. If someone you love is struggling, listen with patience and encourage them to seek support.” For more information on A Day in Yellow, contact the Saint John Suicide Prevention Committee by email (sjsuicideprevention@gmail.com), through their website or Facebook account (@SaintJohnSuicidePrevention).

If you or someone you know needs support please call the following numbers:

Addiction & Mental Health support: 1-866-355-5550

Crisis Support: 988

Find resources: nb.bridgethegapp.ca or dial 211