Suicide is Serious, Seriously

Samaritans of Singapore

Challenge
Suicide has always been a taboo subject in Singapore. This makes it harder for vulnerable individuals to speak up and ask for help.

Insight
While suicide remains shrouded in silence, people online speak of killing themselves all the time. Of course, they don’t really mean it. But few realise that their words are trivialising the issue.

Idea
During Suicide Prevention Awareness Month, we used these popular online expressions to start a conversation and get people talking openly about suicide.

Social film
We got the people closest to suicide to read these posts that make light of suicide and share their feelings about it.

Web
Using social listening, we looked at real conversations online to find the most common trivial reasons people were “taking their lives”. The findings were then shared on Facebook and Instagram, where these conversations were happening.