/// Bridge Projecton Lifesaver /// CASE - Cannes Lion

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  • Bridge Projection Lifesaver
  • Client: Suicide Prevention Center Belgrade
  • 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.

  • Idea
    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
    PR Support: Tamara Birač