Suicide ad proves to be untrue
Researcher poses as suicidal student to garner information
By Lucia Sanchez
Daily Bruin Senior Staff
A Daily Bruin classified ad claiming to seek help before the
advertiser committed suicide drew some campus concern before it was
discovered to be an attempt at gathering research data.
After the classified ad ran Feb. 2, campus members expressed
concern to different Daily Bruin departments.
The ad claimed: "UCLA student gives self 2 weeks before popping
pills 4 suicide." Due to the classified department’s
confidentiality policy, the advertiser’s name could not be
disclosed.
The ad asked that anyone who had been at a similar low point in
their life and could give reasons not to commit suicide, to "please
communicate" via a campus P.O. box.
"I got a call from Psychological Services who was very concerned
about trying to locate the individual who had placed the ad,
thinking that they needed help," said Susan Gesell, Daily Bruin
business manager and advertising adviser, who received various
calls from concerned readers Thursday.
It turned out that the ad was not true, and that the advertiser
was engaged in a research project of some kind, Gesell said.
On Wednesday, Gesell originally approved the use of a P.O. box
for the ad, something usually against Classified’s policies,
because she thought the ad originally offered support services for
troubled students, she said.
However, the ad was not finished and the student continued to
work on the content of the ad with a representative from the
classified department, who felt Gesell’s go-ahead on the P.O. box
applied to content as well.
"Basically, it just didn’t get approved after changes were made
to the ad text," said Michelle Gosom, Daily Bruin classified line
assistant manager.
The misunderstanding caused the department to inform its staff
that the paper does not run ads in this vein, Gosom said.
And if the department’s manager had known about the ad, it would
not have run, Gosom added.
The change in text was not something that Gesell had
anticipated.
"I had no idea it was an individual posing as a troubled
student," Gesell said. "I was surprised when I saw the ad."
Classified advertising pulled the ad from circulation the next
day, not only because of the content, but because the Bruin’s
policy is never to run false advertising, she explained.
"I was relieved that it wasn’t a person’s cry for help, but I
was concerned about the tactic that he used in the ad," said Daily
Bruin Managing Editor Jennifer Lee. "I hope (that in the future)
people don’t take advantage of other people’s willingness to help
others."