Cannes Lions

THE SAMARITANS

Y&R SHANGHAI / THE SAMARITANS / 2014

Presentation Image
Supporting Images
Supporting Images
Supporting Images
Supporting Images
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

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.

Execution

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.

Outcome

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.

Similar Campaigns

12 items

Fever

FREUNDLICHE GRUSSE, Zurich

Fever

2022, GREENPEACE

(opens in a new tab)