‘You Matter’-Rhonda Kitchens Spearheads Local Movement

by Kerri Cooke

If you walked downtown during the month of September, you couldn’t help but notice the windows of almost every single business painted with the words “You Matter” and “988,” the number to the suicide and crisis lifeline. This message spread throughout Lake Charles and even across parish lines, but it was sparked by tragedy. 

Longtime KPLC anchor Rhonda Kitchens lost her son, Andrew, to suicide on January 12 of this year. His life had fallen apart within a week due to a relationship ending, among other things. Kitchens describes it as a “crisis situation” and that Andrew didn’t have a preexisting mental illness. Kitchens says her family tried to stay close to Andrew, but he died by suicide despite this. 

Kitchens was in Walmart when she realized she was walking the same steps her son took before he died. He’d purchased bullets at the superstore. She began to think whether things would’ve been different if someone had smiled at him or talked to him while he was there. Ultimately, she fears he took his life because he felt like he didn’t matter. 

Deciding she needed to do something, Kitchens came up with the idea to paint windows for Suicide Awareness Month. She contacted the Arts & Humanities Council of SWLA and they sent a message out for volunteer artists. The project attracted over 20 artists who gave their time and skill freely. Kitchens went business to business to ask people if they would be okay with having their windows painted and not one person said no. In fact, the more windows were painted, the more other businesses called in wanting to be involved.  

As of mid-September, over 50 businesses had their windows painted. Lake Street Liquor included the information when their personal window artist redid their art, Red Oak Farm printed a banner, Lamar Advertising put the message on billboards and United Way printed posters. Also, First Federal Bank of Louisiana lit up their building in purple and teal, the colors of suicide awareness, for the last week of September and put the words “You Matter” on their digital billboards..  

The largest demographic for suicides in SWLA is white men in their 30s on up. Most men don’t ask for help, so Kitchens contacted Phillips 66, since many plant workers are within this range, and spread the message there too. 

It’s not just adults that suffer from feelings of hopelessness. One of the volunteer artists visited an alternative school to speak about the mission and students spoke on how they didn’t feel like they mattered. The key, Kitchens emphasizes, is it opened dialogue with people who otherwise might never speak about such a personal issue. 

The message Kitchens, artists and businesses are spreading has resonated with locals. Not only has the community come together, but four people have said they were about to commit suicide before they saw the message of hope in the windows. Kitchens made sure to tell her artists, “Today you saved a life.” 

Kitchens says, “What started as a message turned into a movement. People always need to know they matter. It makes a difference you’re here. I’m a mother who lost a son, and I don’t want another family to go through what I’ve gone through.” As someone in local news, Kitchens says everyone was aware of how bad the suicide numbers were in the area, but when her son who had grown up with the KPLC family died, the issue became personal.  

While she’s unsure what the mission will look like in the coming months, Kitchens has plans to help grow this campaign every year during Suicide Awareness Month. Next year, she plans to print pins and hand out resources at companies and schools. 

“It’s a simple two-word message,” Kitchens says, but it makes a difference.” She hopes that more people treat others with kindness and everyone comes to the realization that they matter and there are resources available if you ever feel like you need help.