Suicide prevention happens one conversation at a time. Suicide Sucks is the perfect message to get that conversation started. "Suicide Sucks, what's that?"
"It's the truth, don't you agree?"
"Yeah, but is Suicide Sucks like, a company or something."
"Yes and No. Firstly it's the truth. And second Suicide Sucks is the vehicle people like me are using to start conversations that will help people know how I feel about suicide, and that they can always talk to me."