Problem In Serbia in average 1500 persons take their own lives per year, dozens of them jumping from Belgrade bridges.Our task was to raise the awareness about this huge problem in the society.
For this specific action, we have chosen the tallest Belgrade bridge, that has become the symbol of suicide in Serbia, since it was named after a famous poet Branko Copic who took his own life by jumping from it. Our idea: projection of a message “YOU ARE NOT ALONE” with phone number of the Suicide Prevention Office onto the water surface that can be seen when looking down from the bridge only.
Results The action raised a huge PR buzz, as 5 national TV stations, 9 major national newspapers and countless number of radio stations and web sites reported about the projection, generating more then estimated 100 000 EUR coverage.
- Number of calls increased by 64%
- 39% more “first time callers”
- Prolonged working hours
- Numerous requests for collaboration from governmental and NGO organiztions
Cannes Lion 2011 - Bronze
McCann Erickson Belgrade
Creative: Marko Savic Creative Directors: Jana Savic Rastovac, Vladimir Cosic Accounts: Milos Stankovic, Vladimir Popovic Momentum Support: Rade Markovic