Suicide Prevention Center Promo Suicide Prevention Center: BRIDGE PROJECTION LIFESAVER by McCann Erickson Belgrade

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Industry Public awareness
Media Promo & PR
Market Serbia
Agency McCann Erickson Belgrade
Creative Director Jana Savic Rastovac, Vladimir Cosic
Producer Rade Markovic
Released June 2011


Cannes Lions 2011
Media Lions Charities, Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Product/Service: SOS INFO LINE
Advertising Agency: McCANN ERICKSON BELGRADE Belgrade, SERBIA

Senior Art Director: Marko Savic (McCann Erickson Belgrade)
New Business Manager: Milos Stankovic (McCann Erickson Belgrade)
Creative Director: Jana Savic Rastovac (McCann Erickson Belgrade)
Creative Director: Vladimir Cosic (McCann Erickson Belgrade)
Consultant: Yaniv Mlinarski ()
Producer: Rade Markovic (Momentum)

Results and Effectiveness:
The action raised a huge PR buzz, as 5 national TV stations, 9 major national newspapers and countless number of radio stations and web sites reported about the projection, generating more than estimated
100 000 EUR.

Number of calls increased by 64%, with 39% more "first time callers".

Suicide Prevention Center prolonged it's working hours.

Numerous requests for collaboration from both governmental and non governmental institutions and organizations.
Creative Execution:
Our solution was to project a message and SOS line phone number from the bridge onto the water surface that could be seen when looking down from the bridge only.

For the projection we have used tallest Belgrade Bridge, named after a famous poet who took his own life by jumping from it, therefore becoming a symbol of suicide in Serbia.

In that way, we used both literal and symbolic strength of the idea.
Insights, Strategy and the Idea:
Our task was to increase extremely low awareness about the existence and work of Suicide Prevention Centre and its SOS line, focusing on the raising problem of high suicidal jumps rate in our country.

Our inspiration came from the insight that potential suicidal jumpers spend some time standing on the edge of the bridge, before they decide to jump.

We have used this crucial moment to literally connect potential suicidal jumpers and Suicide Prevention Centre.