Cannes Lions

Step Out

Y&R SHANGHAI / THE SAMARITANS / 2016

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Overview

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Credits

Overview

Description

We came up with the idea “Step Out”. And each ad visually expresses the feeling of loss, as a victim trapped in a deep hole, shaped like a speaking bubble with stairs to show how our anonymous counsellors can help you find a way out of your dire sit

Execution

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.

Outcome

The campaign was launched late April, and as of today there were an increase of 12% calls to The Samaritan for help, creating more awareness and enabling the helpline to save even more people by talking.

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