It’s proven that talking to someone about your suicidal thoughts can save you. Yet in Hong Kong, because of cultural reasons, people don’t talk about their suicidal, depressing thoughts, especially with people they know. And unfortunately, many aren’t aware that anonymous helplines like The Samaritans exist. The Samaritans wanted to show that they’re there to guide you out of your darkest moments, with the power of talk.

We created a series of six ads, including old age, transgender, study stress, bereavement, small homes and school bullying. All using an approachable illustration style and a clear call-to-action to compel those who need help to make the call.