Suicide prevention charity Pieta House is hoping businesses will share the love this Valentine's Day.
It has launched a new fundraising initiative, aimed at small and medium size companies.
Each February, many firms gift employees and clients flowers, chocolates and jewellery.
This year, instead of these gestures, Pieta House would like companies to give it a donation.
According to the charity, more than a life a day was lost to suicide last year in Ireland.
It says that a €1000 donation would fund a full counselling programme for one vulnerable person.
Over the course of a year, Pieta House is aiming to raise €1,000 from 365 companies.
The initiative is called 'A Life A Day'.
Kieran Brady, Director of Funding & Advocacy in Pieta House, said "We rely heavily on our volunteers, friends and fellow organisations" for support.
"The average age of a Pieta House service user is under 30 so we’re calling on corporates, businesses and SME’s to be proactive and protect the wellbeing of their employees", he said.
Since it opened in 2006, Pieta House has worked with over 44,000 people in need.
It started as a small, Dublin-based charity, and now employs over 270 therapists and staff at 15 centres.
Pieta House provides 24/7 support – if you are suicidal or self-harming you can contact Pieta House 24/7 via the Freephone helpline on 1800 247 247, you can also text HELP to 51444 (standard message rates apply).
