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Suicide prevention advertising campaign

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Brian Kearney
Brian Kearney

This document provides information about suicide prevention. It discusses suicide as a preventable health problem that affects people from all backgrounds. Some key statistics are presented, such as 11 suicide attempts occurring for every 1 successful suicide, and 1 suicide happening every 17 minutes. Risk factors like depression, prior attempts, family history, and abuse are outlined. Warning signs of suicide are also detailed. The document advocates for the non-profit To Write Love On Her Arms and presents results from a survey of people ages 15-24 about mental health issues. A creative brief is given to develop a suicide prevention campaign targeting youth, with objectives of getting those contemplating suicide to seek help and educating others to help those in need.

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Suicide Prevention Brian Kearney, Amanda DeSanto, Rachel White & Erin Dennison
Insights & Statistics Preventable health problem that does not discriminate (rich, poor, famous, males, females, gay, straight, etc.) Alexander McQueen Kurt Cobain Adolf Hitler Vincent Van Gogh Tony Scott Research shows risk for suicide is associated with changes in brain chemicals For every 1 successful suicide, there are 11 suicide attempts One suicide every 17 minutes
Insights & Statistics Cont. Each suicide intimately affects at least 6 other people States with highest rates of suicide include: 1. Alaska 2. Montana 3. Nevada 4. New Mexico
Risk Factors 1. Depression and other mental disorders 2. Prior suicide attempts 3. Family history of suicide/mental disorders/substance abuse 4. Family violence, including physical or sexual abuse 1. Four times as many males as females die by suicide
Warning Signs Looking for a way to kill ones self, such as searching online or buying a gun Psychological symptoms: feeling hopeless or having no reason to live feeling trapped or in unbearable pain being a burden to others Increase in use of alcohol or drugs Acting anxious or agitated; behaving recklessly Showing rage Withdrawing or isolating themselves
Advocacy To Write Love On Her Arms Beginning in 2006, To Write Love on Her Arms is a non-profit movement dedicated to presenting hope and finding help for people struggling with depression, addiction, self-injury and suicide. TWLOHA exists to encourage, inform, inspire and also to invest directly into treatment and recovery. Storytellers high school campaign where students are the founders of their own part of TWOLA in their schools. They bring the message of hope to their peers. Rowan has a new chartered U-Chapter of the organization on campus! Join the movement. www.twloha.com
Primary Research Results (Surveyed 55 people between ages 15-24)
Research Results Contd. Top Answers include depression, self harm, anxiety, attempted suicide of close family member, eating disorder, drug/alcohol abuse
Creative Briefing Suicide Prevention
Problem Suicide remains the 3rd leading cause of death for young people aged 15-24. Reasons range from things like mental illness, abuse, bullying 16% of students in grades 9-12 reported they had seriously considered suicide during the past 12 months People are not sure how to help those who are suffering with these plaguing thoughts
Target Audience The target audience for our advertisement is young people, both male and female, aged 1524 who are currently attending secondary and/or higher education. These individuals are either suffering from suicidal thoughts, know someone who is, or uneducated when it comes to identifying someone who may need help.
Brand Identity The brand personality revolves around relating with the target audience no matter their economic background, race, gender, religion, etc. The main focus is unity and a sense of community that will project to those who are suffering from suicidal thoughts that they are not alone and help is available. Emphasis is put on the fact that this health problem can affect anyone and does not discriminate. Our brand urges those who may know someone who is contemplating these thoughts to take action and utilize the resources we offer. We may all share the same DNA yet each person is unique in their own way; no two people are alike.
Communications Objectives To have those who are contemplating suicide reach out to the resources offered to them through our ads. Knowing they are not alone and there is hope will restore that helpless feeling and get them on the road to healing. With our brand personality revolving around unity and your value as a person, it will instill the courage needed to seek help. For those who are not plagued by suicidal thoughts, it will give them the educational tools to help someone they know who may be suffering.
Key Message Dont lose hope Help is available, and there is nothing wrong with asking for it Every person is unique with their own set of gifts and talents You are not alone in how you are feeling If you know someone struggling with suicidal thoughts, do something. You have the power to save a life
Media Considerations We find it beneficial to run a print campaign in schools beginning in September and ending in March. Our reasoning for this is based on research showing that depression, related mental health problems and suicides among young adults is higher during the winter months. Social media would play a part in this campaign because our target audience is constantly engaging in social media activity. By using these social platforms we can reach a larger number of our target audience through their main means of communication. Another vehicle utilized would be broadcast. By doing so, we not only reach our target audience during their peak viewing hours, we also reach those who are not targeted.
Creative Direction To emphasize the severity and seriousness of the issue, our messages are clear. We give no mixed signals or leave messages to open interpretations. Our tone of voice is direct and dark, which connects with our target audience on an emotional level that helps in eliminating any confusion or the chance to interpret messages differently. The dark tone of voice is the honesty surrounding this issue; its not a happy subject matter. Even though we take an honest, blunt approach to our ads, the creative direction always includes a hopeful, brighter message in them. We want our target audience to know that throughout this dark time, there is hope. We utilize visuals more than copy because we want to really connect with our audience, and research shows its best to do so in the form of visual stimulation.
Call To Action Through positive affirmations sent via social media we will reach those affected (or not) and help them manifest their needs and bring positive, permanent change to their life. After a period of time, these encouraging words streamed by our brand will become inner dialogue of those individuals, leading to a change in their thoughts. Print ads in schools will provide necessary resources for those who wish to utilize them. Phone numbers, social media information, and visual imagery will educate both those who are suffering and those who are not. By being equipped with these resources, our target audience will know there are things they can do to prevent the loss of a human life. Broadcast advertisements will use pathos as a tool to connect with viewers and establish an emotional connection. This will ensure that those who are suffering reach out for help, and those who know someone who is suffering reach out to them.
Suicide Prevention Public Service Announcement (click to start video) Link to video on YouTube - http://www.youtube.com/watch?v=OxL5PK9SC1w
Suicide Prevention Print Advertisement
Bibliography National Institute of Mental Health http://www.nimh.nih.gov/health/publications/suicide-in-the-us-statisticsand-prevention/index.shtml Center For Disease Control and Prevention http://www.cdc.gov/ViolencePrevention/pdf/Suicide_DataSheet-a.pdf To Write Love on Her Arms http://www.twloha.com/ Michaelson, Ingrid. Turn To Stone. 2009. MP3 (Public Service Announcement)

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Suicide prevention advertising campaign

  • 1. Suicide Prevention Brian Kearney, Amanda DeSanto, Rachel White & Erin Dennison
  • 2. Insights & Statistics Preventable health problem that does not discriminate (rich, poor, famous, males, females, gay, straight, etc.) Alexander McQueen Kurt Cobain Adolf Hitler Vincent Van Gogh Tony Scott Research shows risk for suicide is associated with changes in brain chemicals For every 1 successful suicide, there are 11 suicide attempts One suicide every 17 minutes
  • 3. Insights & Statistics Cont. Each suicide intimately affects at least 6 other people States with highest rates of suicide include: 1. Alaska 2. Montana 3. Nevada 4. New Mexico
  • 4. Risk Factors 1. Depression and other mental disorders 2. Prior suicide attempts 3. Family history of suicide/mental disorders/substance abuse 4. Family violence, including physical or sexual abuse 1. Four times as many males as females die by suicide
  • 5. Warning Signs Looking for a way to kill ones self, such as searching online or buying a gun Psychological symptoms: feeling hopeless or having no reason to live feeling trapped or in unbearable pain being a burden to others Increase in use of alcohol or drugs Acting anxious or agitated; behaving recklessly Showing rage Withdrawing or isolating themselves
  • 6. Advocacy To Write Love On Her Arms Beginning in 2006, To Write Love on Her Arms is a non-profit movement dedicated to presenting hope and finding help for people struggling with depression, addiction, self-injury and suicide. TWLOHA exists to encourage, inform, inspire and also to invest directly into treatment and recovery. Storytellers high school campaign where students are the founders of their own part of TWOLA in their schools. They bring the message of hope to their peers. Rowan has a new chartered U-Chapter of the organization on campus! Join the movement. www.twloha.com
  • 7. Primary Research Results (Surveyed 55 people between ages 15-24)
  • 8. Research Results Contd. Top Answers include depression, self harm, anxiety, attempted suicide of close family member, eating disorder, drug/alcohol abuse
  • 10. Problem Suicide remains the 3rd leading cause of death for young people aged 15-24. Reasons range from things like mental illness, abuse, bullying 16% of students in grades 9-12 reported they had seriously considered suicide during the past 12 months People are not sure how to help those who are suffering with these plaguing thoughts
  • 11. Target Audience The target audience for our advertisement is young people, both male and female, aged 1524 who are currently attending secondary and/or higher education. These individuals are either suffering from suicidal thoughts, know someone who is, or uneducated when it comes to identifying someone who may need help.
  • 12. Brand Identity The brand personality revolves around relating with the target audience no matter their economic background, race, gender, religion, etc. The main focus is unity and a sense of community that will project to those who are suffering from suicidal thoughts that they are not alone and help is available. Emphasis is put on the fact that this health problem can affect anyone and does not discriminate. Our brand urges those who may know someone who is contemplating these thoughts to take action and utilize the resources we offer. We may all share the same DNA yet each person is unique in their own way; no two people are alike.
  • 13. Communications Objectives To have those who are contemplating suicide reach out to the resources offered to them through our ads. Knowing they are not alone and there is hope will restore that helpless feeling and get them on the road to healing. With our brand personality revolving around unity and your value as a person, it will instill the courage needed to seek help. For those who are not plagued by suicidal thoughts, it will give them the educational tools to help someone they know who may be suffering.
  • 14. Key Message Dont lose hope Help is available, and there is nothing wrong with asking for it Every person is unique with their own set of gifts and talents You are not alone in how you are feeling If you know someone struggling with suicidal thoughts, do something. You have the power to save a life
  • 15. Media Considerations We find it beneficial to run a print campaign in schools beginning in September and ending in March. Our reasoning for this is based on research showing that depression, related mental health problems and suicides among young adults is higher during the winter months. Social media would play a part in this campaign because our target audience is constantly engaging in social media activity. By using these social platforms we can reach a larger number of our target audience through their main means of communication. Another vehicle utilized would be broadcast. By doing so, we not only reach our target audience during their peak viewing hours, we also reach those who are not targeted.
  • 16. Creative Direction To emphasize the severity and seriousness of the issue, our messages are clear. We give no mixed signals or leave messages to open interpretations. Our tone of voice is direct and dark, which connects with our target audience on an emotional level that helps in eliminating any confusion or the chance to interpret messages differently. The dark tone of voice is the honesty surrounding this issue; its not a happy subject matter. Even though we take an honest, blunt approach to our ads, the creative direction always includes a hopeful, brighter message in them. We want our target audience to know that throughout this dark time, there is hope. We utilize visuals more than copy because we want to really connect with our audience, and research shows its best to do so in the form of visual stimulation.
  • 17. Call To Action Through positive affirmations sent via social media we will reach those affected (or not) and help them manifest their needs and bring positive, permanent change to their life. After a period of time, these encouraging words streamed by our brand will become inner dialogue of those individuals, leading to a change in their thoughts. Print ads in schools will provide necessary resources for those who wish to utilize them. Phone numbers, social media information, and visual imagery will educate both those who are suffering and those who are not. By being equipped with these resources, our target audience will know there are things they can do to prevent the loss of a human life. Broadcast advertisements will use pathos as a tool to connect with viewers and establish an emotional connection. This will ensure that those who are suffering reach out for help, and those who know someone who is suffering reach out to them.
  • 18. Suicide Prevention Public Service Announcement (click to start video) Link to video on YouTube - http://www.youtube.com/watch?v=OxL5PK9SC1w
  • 19. Suicide Prevention Print Advertisement
  • 20. Bibliography National Institute of Mental Health http://www.nimh.nih.gov/health/publications/suicide-in-the-us-statisticsand-prevention/index.shtml Center For Disease Control and Prevention http://www.cdc.gov/ViolencePrevention/pdf/Suicide_DataSheet-a.pdf To Write Love on Her Arms http://www.twloha.com/ Michaelson, Ingrid. Turn To Stone. 2009. MP3 (Public Service Announcement)