Samaritans of SG encourages conversation for World Suicide Prevention Day campaign

This World Suicide Prevention Day the Samaritans of Singapore is launching an awareness campaign called "The Living Note". The campaign, done in partnership with TBWA\Singapore, aims to encourage open conversations through a suicide attempter with an important message to share - seek help if you experience suicidal thoughts. 

In collaboration with Jason Chua, the founder of Beng Who Cooks and a suicide attempter, the campaign shows a real "leaving note" and how to turn it into a "living note". 

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The campaign taps into the struggles of who have battled with suicidal thoughts to deliver the message that life is worth living.

Accompanying the campaign is an emotional brand film which captures Chua's raw emotions as he reads his leaving note he once wrote. Chua explained that a new house, a new business and a new-born baby was overwhelming him. 

The video later revealed Chua writing himself a new note where he expresses his reasons for staying around, including raising his now two-year old son to be a better person than he is. 

“This was a really emotional project for the whole team, and our thanks go to Chua for so bravely sharing his story. We hope this campaign can help more people turn their leaving notes into living notes," said Asheen Naidu, ECD for TBWA\Singapore.  The campaign runs until the end of the year. It will first launch on digital and social, before running on OOH media insertions. 

In a similar vein, various mental health organisations have collaborated with marketing communications company MullenLowe Singapore to launch an initiative illuminating the profound and enduring impact of youth suicide.

The organisations are Youthline, a charity providing youth mental health services, and PleaseStay Movement, a non-profit suicide advocacy group.

Titled "The Rooms That Remain", the public exhibit recreates the bedrooms of three young Singaporean individuals who tragically lost their lives to suicide.

These intimate spaces, brought to life through the memories held by their families, offer a poignant glimpse into the lives and legacies of these beloved youths.

By stepping into these recreated rooms, visitors can gain a deeper understanding of the real-world stories behind these numbers and the devastating ripple effects on the families left behind.

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