Simple reassurance is not enough. Sufferers are told all the time they will get better, but they just ‘know’ it isn’t true. We presented them with the ultimate proof that they were wrong; that there was hope and that they would one day feel joy again. The campaign featured startling true-life testimony from people who committed suicide and survived. People who had literally died and been reborn. Five searing, intense, compassionate and empathetic long copy ads written by survivors designed to spur the sufferer to reach out for help.

Potential suicides averted are an impossible figure to calculate, and it would be presumptuous to make the attempt. However across the region in which the campaign ran, all the relevant offices reported an increase in telephone traffic of around 30%. In addition, there was the unintended consequence of increased volunteer recruitment and general inquiries. This was seen as a strong indicator that the ads were being read and having the intended impact.