Campaign for the danish suicide hotline Livslinjen, in english: The Lifeline.
Payoff:
It's not only yourself that you kill.
Target group:
Men in the age 30-60.
Insight:
77% of all suicides in Denmark is committed by men. They are in a very difficult state of mind, in where they don't think of
the consequences of their suicide. They are so far out, that it seems
like the only way out.
Solution:
Create a campaign, that hits them deep in their hearts. Make them
realize that their suicide doesn't only affect them selves, but mostly
the relatives that they leave behind. Which will make them seek help.
Teacher:
Poul Mikkelsen, DDB Denmark.
