The Belgian Centre du Prevention de Suicide needed to both recruit more volunteers to run the helpline and spread awareness regarding the importance of listening, so it came up with a suicide prevention campaign that does both.
The advertisement is an interactive pre roll commercial that has two alternative endings depending on the response of the viewer. A woman begins to tell her story and the option to 'skip' comes up on the screen after a few seconds. If the viewer chooses to skip, they get the awareness message, "not listening can have serious consequences," but if they choose to listen, a recruitment message comes up instead.
Thus, this suicide prevention campaign manages to accomplish two different goals at the same time.
Helpline Recruitment PSAs
This Suicide Prevention Campaign Spreads Awareness and Raises Hope
Trend Themes
1. Interactive Advertising - Exploring the use of interactive pre-roll commercials with alternative endings to engage viewers and deliver different messages based on their response.
2. Dual-purpose Campaigns - Creating campaigns that can achieve multiple objectives simultaneously, such as raising awareness and recruiting volunteers.
3. Personalized Messaging - Utilizing tailored messages to deliver targeted content and engage viewers in a more meaningful way.
Industry Implications
1. Advertising - Disruptive innovation opportunity: Finding new ways to captivate audiences and deliver personalized messages through interactive commercials.
2. Non-profit - Disruptive innovation opportunity: Developing dual-purpose campaigns that effectively raise awareness and attract volunteers or donors.
3. Mental Health - Disruptive innovation opportunity: Leveraging personalized messaging to increase engagement and participation in suicide prevention initiatives.