The Samaritans (Hong Kong,) are dedicated to doing everything they can to stop the trend. Through a hotline, they offer emotional counselling to anyone, 24 hours a day. To get this message through to the student community in particular, (one of the most-under pressure of all groups,) we created a campaign to emotionally connect with those going through internalizing their problems.

Let it out, was the campaign message, which was powerfully communicated through the use of ‘actual suicide notes,’ appearing as if under the skin. As if trapped inside them. The images appeared in outdoor and print media in and around university campuses,

to dramatic effect.

For reasons of confidentiality, the Samaritans will not publish details of any specific results due to marketing activity. However, when the images appeared, the social media scene lit up with the subject.