Suicide Prevention Centre Film, Digital Don’t skip a suicidal person [video] by Publicis Brussels

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Don’t skip a suicidal person [video]

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Industry Public awareness, Social Services
Media Film, Digital, Interactive & Mobile
Market Belgium
Agency Publicis Brussels
Director Frank Devos
Executive Creative Director Paul Servaes
Art Director Daniel Van Den Broucke
Copywriter Kwint De Meyer
Producer Kato Maes, Lynn Bernaerts, Thomas Hofman
Strategic Planner Annemie Goegebuer
Production Caviar
Released January 2013

Credits & Description

Advertiser: PREVENTION SUICIDE
Agency: PUBLICIS BRUSSELS
Category: Best Use of Digital Media
Advertising campaign: DON’T SKIP A SUICIDAL PERSON
Digital Producer: Denis Evlard (Reed.be)
Editing Company: - (Caviar)
Production Company: - (Caviar)
Account Managers: Julie Oostvogels (Publicis Brussels)
Producer: Kato Maes (Caviar)
Account Director: Francis Lippens (Publicis Brussels)
Copywriter: Kwint De Meyer (Publicis Brussels)
Producer: Lynn Bernaerts (Caviar)
Executive Creative Director: Paul Servaes (Publicis Brussels)
Account Managers: Sabrina Schuller (Publicis Brussels)
Sound Design: - (Sonicville)
Producer: Thomas Hofman (Caviar)
Strategic Planner: Annemie Goegebuer (Publicis Brussels)
Art Director: Daniel Van Den Broucke (Publicis Brussels)
Dop: Dimitri Karakaktsanis
Director: Frank Devos
Agency Producer: Marc Van Buggenhout (Publicis Brussels)
Strategy
United Nations research states that Belgium is one of the world’s best places to live. But it’s not all roses; Belgium finishes 2nd on the blacklist of Western European countries with suicide deaths, behind Finland. Every hour a Belgian attempts to kill himself. Suicide is the leading cause of death for Belgians aged 30-50.The ‘Centre de Prévention du Suicide’ faces a double challenge: they need to recruit volunteers for the prevention lifeline. They also want to raise awareness and open discussion amongst a larger public. The campaign reaches both objectives on a small budget.Suicide prevention is about taking the time to… listen. But in today’s over-demanding society we’re not good listeners anymore. We excel in diagonal reading and half-a-word-understanding, we skip all information irrelevant to us.Some conversations you’d better not skip. Allowing people to express their suicidal thoughts is the first step for them to possibly heal.
Effectiveness
The 1min20 pre-roll appears on Belgian news and leisure websites as from April 2013.We expect a significant increase of visits on the Centre’s website and lifeline calls, as well as more requests about the lifeline volunteer job.Results for the recruitment part: The goal was to find 5 suitable volunteers.After 2 weeks there are already 25 candidates and the campaign is still runningResults for the awareness part: The campaign got a lot of press coverage and suicide prevention in hectic times became a hot topic.
Execution
The campaign focuses on the singularity of online pre-roll videos: after 5 seconds you’re free to skip the advertisement.In the pre-roll a woman tells she feels bad, can’t cope with life anymore. She clearly is very desperate. Most people don’t feel concerned and push the ‘skip’ button: the suicidal woman then walks to the edge of the roof. An awareness message from the Centre appears: “Not listening can have unexpected consequences. We do listen”.Some people however don’t skip. Those good listeners are invited to become a recruit for the prevention lifeline.The digital campaign combines a double challenge in one pre-roll: awareness and recruitment. The video adapts its message to the viewer’s behavior. Bad listeners skip the ad and get an awareness message. People who listened until the end, are invited to apply as a lifeline volunteer.