The Campaign

We came up with the idea “Step Out”. And each ad visually expresses the feeling of loss, as a victim trapped in a deep hole, shaped like a speaking bubble with stairs to show how our anonymous counsellors can help you find a way out of your dire sit

Creative Execution

We created a series of six ads, including old age, transgender, study stress, bereavement, small homes and school bullying. All using an approachable illustration style and a clear call-to-action to compel those who need help to make the call.

Indication of how successful the outcome was in the market

The campaign was launched late April, and as of today there were an increase of 12% calls to The Samaritan for help, creating more awareness and enabling the helpline to save even more people by talking.

Based on the six most common causes of suicidal thoughts as reported by callers to The Samaritans, we highlighted the topics, such as solitary old man, transgender, academic pressure, loss of kinsfolk, dwelling narrowness and bullying. We launched the series in the metro station to reach out Hong Kong people and tell them: “we are here to help you step out your situations.”