Samaritans of Singapore (SOS) Show Hidden Pain for Suicide Prevention Campaign

Read between the lines. Or flip them over.

Published On
Jun 20, 2013

Editor's Pick

Samaritans of Singapore (SOS) enlisted the help of the country's Publicis branch for this ongoing "Hidden Pain" awareness campaign for suicide prevention. The idea was simple: reminding the public to pay attention to what lies beneath a happy face and peppy speech, by demonstrating how looking at words from a different angle can bring forth an entirely different meaning. For example, "I feel fantastic" might be cloaking "I'm falling apart."

While it is currently a print campaign, the team will be adding posters, launching exhibitions and school giveaways to increase their reach. What started out as a local campaign has begun resonating with people all over the world and the images are now being spread over twitter, tumblr and other social networking platforms. Copywriter, Pei Ling Ho, says the positive response the campaign has generated online "has been heartwarming for all of us here, especially because suicide prevention is everyone's business."

Credits

Date
Jun 20, 2013
Brand:
Samaritans of Singapore (SOS)
Client:
Samaritans of Singapore (SOS)
Agency:
Publicis-Singapore
Worldwide Creative Director:
Erik Vervroegen
Chief Creative Officer:
Ajay Thrivikraman
Associate Creative Director:
Kris Ng
Art Director:
Jia Ying Goh
Copywriter/Art Director:
Kris Ng
Copywriter/Art Director:
Jia Ying Goh
Copywriter/Art Director:
Pei Ling Ho
Typographer:
Kris Ng
Typographer:
Jia Ying Goh
Photographer:
Sebastian Siah
Digital Imaging:
Isaac Aloysius Goh
Producer:
Michael Kan
Agency Producer:
Lynn Cheng

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Project Type