Suicide is a subject that is incredibly hard to talk about. When people hear the word suicide they cower away from the conversation or don 't talk about it at all. This is the stigma surrounding suicide. People think that if suicide is talked about openly that the rates of suicide will increase. The rates are already up. “We are disheartened because every suicide is a tragedy, and the suicide rate in the US has been steadily increasing for years. The more the public understands about suicide prevention, the more likely we’ll see the rate of suicide begin to decrease. Creating a culture open to talking about mental health and suicide prevention is critical. Making treatment truly accessible for all people is paramount” (Moutier). Christine Moutier is the Chief Medical Officer for the American Foundation for Suicide Prevention. This comment was made January 2, 2018. Through ads, volunteers, and professionals the AFSP is actively trying to reduce the number of suicides. The American Foundation for Suicide Prevention has created an ad where they use multiple rhetorical devices-including artwork, color, diction, and pathos- to effectively combat suicide. The ad was created by the American Foundation for Suicide Prevention (AFSP). The AFSP was founded in 1987 by families of suicide victims. Their mission is to give help to those who have been affected by suicide. They want to better educate everyone about suicide and how to approach it. They are a national nonprofit