Suicide Prevention Ad Campaign for Ad Copywriting class.

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 Con’t.
• 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 one’s 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. • 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
Advocacy

7. Primary Research Results
(Surveyed 55 people between ages 15-24)

8. Research Results Cont’d.
Top Answers include depression, self harm,
anxiety, attempted suicide of close family
member, eating disorder, drug/alcohol abuse

9. Creative Briefing
Suicide Prevention

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 15-
24 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
• Don’t 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; it’s 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 it’s
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-statistics-
and-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)