There is plenty of evidence that suicide prevention campaigns and media messages do create impacts in terms of e.g. increases in help-seeking in the general population, but several studies also suggest that they frequently fail to reach the main target populations: individuals who are suicidal or who are at higher risk of suicide compared to other population groups. This presentation will review evidence about the impact of suicide prevention campaigns and prevention messaging, with a specific focus on promising approaches to reach target groups at higher risk of suicide. Relevant considerations for (1) the creation of messages; (2) media types used, and (3) the evaluation of messages will be presented. In the context of creating media messages, a specific focus will be placed on the role of co-creation of messages with target groups and on the inclusion of individuals with lived experience. Randomized controlled trials in the area suggest that these aspects are essential for the development of messages that resonate well with target audiences. Regarding media types, entertainment industry and creative arts appear to be promising venues to reach target groups not typically reached by traditional prevention messaging and campaigns. Although the evidence of entertainment media to impact suicidal behaviours is mixed, more recent studies suggest that some fictional portrayals can have a meaningful impact for suicide prevention. Research also shows that the effects of media messages about suicide and its prevention are complex. Some suicide-related media messages might deter individuals from suicides, but at the same time do harm, e.g. due to an increase in stigma. To better address this complexity, the presentation will propose a more comprehensive evaluation model for media messages to ensure that media messages are truly tailored to the diverse needs of target groups. Conflicts of interest: None.