SOS unveils a short film to position itself as a friend in times of need

SOS, a non-profit and non-denominational suicide prevention centre, has unveiled a new campaign video in the form of a short film in conjunction with World Suicide Prevention Day (10 September). According to local statistics, Singapore loses at least one life to suicide every day. Suicide is the leading cause of death for those aged 10 to 29.

The film was created and conceptualised with the singular aim of reinforcing SOS’s positioning as more than an organisation, and humanising it as a friend who cares and one that is there to offer emotional support to people in crisis, especially to those contemplating suicide or are affected by suicide.

Starring Oliver Chong, theatre veteran and published playwright, the ad depicts the inner emotional world and turbulent state of mind of those in crisis. It seeks to capture the depth of emotions such as isolation, frustration, and stark loneliness, profoundly felt by those who are struggling.

The character is introduced, engulfed in darkness and swallowed up by the sheer vastness of the world around him. His thoughts and feelings assault him, raining bullets of self-doubt, humiliation, and anger on an already battered spirit. Crippled by feelings of inadequacy and thoughts of ending it all, he is teetering on the edge of life, moments away from a free-fall. Then, a voice reaches out and breaks through like a light in the darkness, offering simply, the quiet assurance of friendship and comfort from the brutal demands of life and a moment’s solace from the most punishing inner tirades.

The driving message and essence of the campaign is encapsulated in these moments: You are not alone. SOS is here for you, for life. “We want SOS to be the first thing that people think about whenever someone is in distress or in a crisis,” said Gasper Tan, chief executive, SOS. "The intention of this campaign is to show that we care. We want to put a real voice and face to all of us here. We are more than an organisation. We are your companion, your listening ear, and above all, your friend, one who cares for you unconditionally through the storms of life," Tan added.

SOS worked with local creative agency, Collabtive, to develop, direct and produce the short film. Low Chee Lie, creative director, said, “In the process of producing the short film, it was important to us that we captured both the real and the raw, the very real and overwhelming sense of helplessness and feelings of failure and the rawest of emotions that those in need of help would be able to resonate with on a deeply personal level. We wanted to build an emotional connection and assure them that they are not alone and encourage them to reach out to SOS.”

Paying close attention to the film’s cinematography elements, director, Zac Tan, focused on four key aspects: composition, lighting, angles, and motion. “From a film maker’s perspective, one of my most important considerations was how to bring out that sense of emotional turmoil and reflect the precarious mindscape of the character. I think that for the final product, we were able to accomplish that by incorporating various techniques, from camerawork that drove our narrative to employing the use of extreme close-ups to pull the viewer’s focus in to experience the intensity of emotions. All of these were essential in refining our storytelling efforts and it is our hope that what we’ve put out can truly make a difference to someone’s life,” he said.

Khalif Eddie, the agency’s Creative Producer, also composed the stirring music score featured throughout the film. The score makes a beautiful and emotional transition from a disquieting refrain marked by the character’s tumultuous storm of emotions to a hopeful and heartfelt euphony, when SOS reaches out with a helping hand and a listening ear.

Terence Lee and Gilian Lim, managing directors of Collabtive, said “When SOS first approached us with the brief, we knew immediately that we wanted to be a part of it. It is not every day that a creative house gets to be a part of such a significant undertaking that would have a far-reaching impact on actual lives. We are thankful to have been given the opportunity to be a part of this initiative."

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