Suicide prevention body SOS spreads message of hope in social media campaign

Non-profit suicide prevention centre Samaritans of Singapore (SOS) has launched a social media campaign rallying youths to contribute to the "hope repository" in commemoration of Suicide Prevention Week which runs from 8 to 14 September. It also coincides with the World Suicide Prevention Day on 10 September.

As part of the #hopethroughthenight campaign, SOS has partnered TBWA\\Singapore to launch a film shedding light on the lives of ordinary Singaporeans who contemplated suicide, or who have had a loved one affected by suicide. Launched on Instagram, YouTube, Facebook and Twitter throughout the week, the film features the inspirational and powerful testimonials from the community.

To commemorate Suicide Prevention Week, SOS has also partnered with brands such as Foodpanda to introduce the promo code HOPE for their customers, and Dopa Dopa Creamery, Bettr Barista and Sanity Coffee to create special hope-themed flavours. Other businesses around Singapore are also doing their part by creating bespoke activities or donating their day’s profits to SOS, said the organisation.

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In addition, SOS has also extended the "social repository of hope" created in collaboration with the creative agency in 2018 by inviting the Instagram community to submit their stories and words of encouragement from midnight to 3 am through the campaign hashtag #hopethroughthenight. The window is historically the "darkest hours" when vulnerable youth reach out to SOS.

SOS senior assistant director Wong Lai Chun said: "We aim to empower the community to play a significant role in preventing suicide. With a more open dialogue about suicide, we can create a more kind and empathetic society who will be aware of people around them struggling in silence.”

TBWA\\Singapore has partnered SOS for World Suicide Prevention Week since 2015. Global creative director Perry Essig explained that the campaign is about turning a single hashtag into a platform of hope. "We felt it is important to build on a sustainable idea that is already in place and encourage the community in Singapore to continue to join an urgent call: Send in your messages and creations of hope – you can help save a life,” he added.

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Campaign Credits:
Agency: TBWA\\ Singapore
Executive creative director: Hagan De Villiers
Global creative director: Perry Essig
Art director: Roxane Wee
Copywriter: Dan Chia
Brand director: Corinne Yong
Brand executive: Crystal Hong
Planning director: Belynda Sim
Strategist: Elissa Wong
Project manager: Angie Leung
Chief data officer: Oliver Kunze
Digital analyst: Nikita Gupta
Head of digital: Leigh Arbon
Social media executive: Lisa Oon
Director of communications: Deborah Abraham
Video production: Stories Worth Telling
Print production management: Eg+ Worldwide
Print production sponsor: A&D Printhub Pte Ltd
Paper sponsor: RJ Paper
OOH bus shelters: Clear Channel

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SOS tells public to stop trivialising the phrase “kill myself”
The black SOS plasters return for World Suicide Prevention Week
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