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.
What Makes This Trend Stand Out
- Interactive Advertising
- Exploring the use of interactive pre-roll commercials with alternative endings to engage viewers and deliver different messages based on their response.
- Dual-purpose Campaigns
- Creating campaigns that can achieve multiple objectives simultaneously, such as raising awareness and recruiting volunteers.
- Personalized Messaging
- Utilizing tailored messages to deliver targeted content and engage viewers in a more meaningful way.
Sectors Adopting This
- Advertising
- Disruptive innovation opportunity: Finding new ways to captivate audiences and deliver personalized messages through interactive commercials.
- Non-profit
- Disruptive innovation opportunity: Developing dual-purpose campaigns that effectively raise awareness and attract volunteers or donors.
- Mental Health
- Disruptive innovation opportunity: Leveraging personalized messaging to increase engagement and participation in suicide prevention initiatives.
