I agree that zero suicide measures are unrealistic and are never going to be achieved and that a lot of suicide "awareness" campaigns are kind of, well, dumb (especially the ones that just consist of people posting the suicide hotline number--or, as I call them, "suicidal people don't know how to use Google" campaigns). That said, a *lot* of providers don't know anything about basic suicide risk assessment, suicide gatekeeping, or crisis intervention. Suicidality, particularly suicide gatekeeping, is one of my core research areas, and I once went to a suicide gatekeeping training, presented by a psychologist, where the information he gave was so wrong as to be dangerous (things like telling people NOT to query suicide directly, saying that they should just tell suicidal people to be happy because there's so much beauty in the world, etc). It was so alarming that I actually offered to give another, evidence-based training to same group, free of charge.