SOS and TBWA\Singapore join forces in new suicide prevention campaign encouraging people to wear a plaster and help end the silence
As part of World Suicide Prevention Week, Samaritans of Singapore (SOS) has partnered with TBWA\Singapore to launch a new campaign – Wear a plaster. End the Silence.
The campaign encourages everyone to show their support by wearing an SOS plaster on their inner wrists. The plaster serves as a conversation starter, as the first step to prevent suicide is to simply talk about it. Supporters are able to download a virtual plaster, which they can add to their social media profile pictures and help spread the word.
On 10 September 2015, SOS plasters will be given out at several locations throughout Singapore. Supporters will be able to collect the plasters, wear them on their inner wrists, and post a photo with a heartfelt caption using the hashtag #howru.
Information on downloading the virtual plaster and collecting the SOS plaster can be found on sos.org.sg
Christine Wong, Executive Director of SOS, commented, “Plasters are usually used as a first-aid measure when people need to cover and protect a wound. When someone wears a plaster, people around them tend to ask what happened and how they are feeling. Emotional pain however, is not always visible. TBWA\Singapore came up with a meaningful and interactive way to draw attention to what we cannot see. Through our #howru plasters, we want to remind people to be attentive to the emotional wellbeing of their loved ones. A caring person who asks ‘How are you?’ at the right time can make a difference between life and death.”
Wong further noted that suicide prevention requires the combined effort of many. “With the expertise of media, advertising and marketing professionals, non-profit organisations like SOS can elevate their awareness campaigns to reach out to a wider group in the community.”
A number of celebrities have already pledged their support for the campaign, including SR Nathan (pictured left), former President of Singapore; Jayley Woo, MediaCorp artiste; Stephanie Carrington, FLY Entertainment artiste; Oon Shu An, international stage and television actress; Narelle Kheng and Benjamin Kheng from local pop band Sam Willows; and more.
Sharing his thoughts, Nathan said, “…as [Singapore] becomes more affluent, the number [of suicide cases] is increasing…” He also added that Singaporeans must all look out for one another, as we are the first line of defence in preventing suicide.
Edmund Choe, Regional Chief Creative Officer of TBWA, had this to share, “Suicide is something that can affect us all, young or old. And it’s a shame that people are reluctant to even talk about it. So we’re very glad to lend our creative support to finally give this social issue a voice and bring it to light.”
According to statistics, suicide claims more than one life in Singapore every day. There are also a significantly higher number of men who take their own lives. People in crisis, feeling suicidal or who have lost someone to suicide can call 1-800- 221 4444 (24-hour hotline) or email pat@sos.org.sg for emotional support.
2 Comments
HOWRU? RUOK? While this is ‘HOWRU?’ idea is an admirable ‘initiative’ from TBWA it is not original and all credit must be given to the Australian adman, Gavin Larkin, who founded the anti-suicide “RUOK?” day in Australia back in 2009. It is a great campaign and a huge success in Australia. The Samaritans (SOS) group in Singapore have adapted the campaign, not a crime in itself, but I don’t see any credit in the press release on CB Asia to Gavin and the “RUOK?” organisation. Gavin remained a passionate champion of the fact a conversation could change a life, even as cancer ended his in 2011. It’s sad if he isn’t recognised. https://www.ruok.org.au/how-to-ask
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