The only thing I can think of that would make JWs act like that is suicide. I've been a part of that in the past, they won't let the family have the service at the kingdom hall in most cases.

Live a good life. If there are gods and they are just, then they will not care how devout you have been, but will welcome you based on the virtues you have lived by. If there are gods, but unjust, then you should not want to worship them. If there are no gods, then you will be gone, but will have lived a noble life that will live on in the memories of your loved ones. I am not afraid.
Marcus Aurelius