Yellow September

Suicide is only brought up in September—well, actually, many people only remember to offer help and support to others during September, while the rest of the year they make jokes about suicide and self-harm, mocking serious topics, only to then feign innocence. "Yellow September" is pure marketing; companies and schools put up posters and launch campaigns, but the moment someone struggling with depression actually shows up, everyone backs away. Humans are just too selfish to care all year round, so they only bother to care in September, lol. 

— naturalselector666