Logan Paul is now the internet's most prominent suicide-prevention advocate

In the world of suicide prevention it's rarely a good thing when something goes viral.

Such was the case earlier this month when famous YouTuber Logan Paul posted a horrific video of him joking about suicide while the camera showed the body of a man who'd died by suicide. Paul, known for juvenile pranks and stunts, removed the video after an onslaught of criticism. He promised to take some time to "reflect" on what he'd done.

Now, just a few weeks later, Paul is back with a 7-minute video that takes suicide prevention seriously. It shares a survivor's story, provides tips for how to support someone who is struggling, and features contact information for the National Suicide Prevention Lifeline.

A testament to his loyal following -- and the controversy that's always fueled his YouTube career -- the video has been viewed more than 1 million times in just a few hours.

Given that Paul has millions of subscribers across multiple social media platforms, the new video effectively makes him, against all odds, the most prominent spokesperson for suicide prevention on the internet.

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You could argue that celebrities like Lady Gaga, Demi Lovato, and Selena Gomez, who all raise awareness about mental health in different ways, have more influence than Paul. But that would underestimate the power of YouTube culture to turn an average person like Paul into a household name. Paul also used the video to announce a $1 million donation to suicide-prevention organizations and declare that he'll "continue to educate" himself and others about suicide.

It's not yet clear that Paul will do his new role justice, but it's no exaggeration to say that he's playing with life and death stakes. Research shows that the way suicide is portrayed in pop culture and media can contribute to harmful stigma, or worse, increase the chances that someone vulnerable to suicidal thoughts or behavior might attempt to take their own life. That's exactly what prompted the outrage over his insensitive video.

Paul feigns ignorance about the nature of his cruelty when pressed on camera by one of the experts he features. But it doesn't take much more than basic human decency to know that cracking jokes at the sight of another person's lifeless body is unconscionable. So it's not surprising that some of Paul's critics are cynical about his motives and newfound moral compass.

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Indeed, Paul has made a persuasive case for creating offensive content, paying a small initial price, and then finding ways to profit on your redemption. That playbook is of course as old as celebrity, but the internet complicates matters.

Paul may be the harbinger of a new trend: Famous person becomes spokesperson for an important cause, not because they freely chose that calling but because they wanted to atone for atrocious behavior that went viral by getting right with their advertisers and supporters. In this model, controversy elevates our loudest advocates.

That couldn't be any clearer in Paul's situation. Last week, a new campaign called Seize the Awkward debuted on YouTube and its own website. Launched by the Jed Foundation (JED), the American Foundation for Suicide Prevention, and the Ad Council, the effort is designed to raise awareness about mental health and suicide. It even enlisted YouTube talent like Hannah Hart, Liza Koshy, and Remi Cruz, all of whom have sizable followings.

While the YouTube videos for the campaign have been collectively viewed more than 100,000 times, they won't get the same viral attention as whatever Paul produces. And that's a shame because a campaign like Seize the Awkward has been created by experts who aren't looking for forgiveness or to make a personal profit. They just want to save lives.

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If Paul is sincere about his desire to do the same, he should amplify the work of experts and advocates who've long known the critical need for sensitive, thoughtful portrayals of suicide. Paul should also donate any revenue generated by videos about suicide prevention to organizations that work on the issue. The first $250,000 of his personal $1 million gift will go to the National Suicide Prevention Lifeline.

The video Paul published Wednesday puts him in a position to make a huge difference, but he should know that scrutiny of his motives and behavior will rightfully follow him for years to come. Taking on suicide prevention as your personal battle, after all, isn't about convincing the public you're a good person.

If you want to talk to someone or are experiencing suicidal thoughts, text the Crisis Text Line at 741-741 or call the National Suicide Prevention Lifeline at 1-800-273-8255. Here is a list of international resources.