Saving lives by starting conversations on suicide prevention
Conversations can be lifesaving. The Reasons to Stay campaign drives this message to remind people to reach out and find their reasons to keep living.
Challenge
Suicide takes around eight Australians from us every day. Brisbane North PHN commissioned us to join the fight against suicide and produce a powerful digital campaign, speaking to people at risk of suicide and to their friends and family.
The spark
The concept and campaign name of Reasons to Stay emerged from our strategic approach - having conversations with people who have lived experience of suicide, both survivors and families of those who had passed away. Our strategy findings showed that a prevention campaign needed to target two specific groups: those at risk of suicide themselves and the friends and family around those at risk.
Creative
Our creative approach was anchored in authenticity and real life. You can't fake anything in this topic. The creative concepts we developed were presented to targeted focus groups, allowing us to further refine the key messages and visual directions. Ultimately we produced campaign videos, digital ads and a website. We also worked with other organisations working across niche groups within our target market to ensure we were inclusive and respectful of their individual efforts in this space.
Outcome
Our team was grateful to be involved in this important project.The PHN’s intention—and ours—is to see this campaign spread far beyond the northern boundaries of Brisbane and make a difference to people’s lives everywhere.