BRIEF
Last year, 287,000 Chinese chose to end their lives, mostly by jumping off malls, schools and offices. HOPELINE wanted to show that they were there to offer a listening ear.
IDEA
We created Rescue Speech Bubbles, giant speech-bubble shaped rescue air cushions. These were placed at offices, schools and shopping malls. We used messaging relevant to the area to highlight that talking saves lives.
RESULT
The outdoor campaign quickly spread online with 3.8 million social media impressions as well as offline. More importantly, HOPELINE received 40% more calls, enabling it to rescue even more people.
