Award: Gold
Award Year: 2025
Category: Non-Profit
Executive Summary
One suicide almost every day.
A massive issue that weighed heavily on our little red dot.
Unfortunately, crushing hopelessness was keeping Singaporeans with suicidal thoughts from seeking help.
Samaritans of Singapore (SOS) aimed to flip the narrative through power of hope.
SOS featured a real story of turning a Leaving Note (suicide note) into a Living Note (letter of life), encouraging all to seek help in turning their page.
Despite minuscule budgets, the campaign significantly boosted SOS Top-Of-Mind Recall and SOS Helpline Calls & Texts amongst Singaporeans with suicidal thoughts.
Lead Agency
TBWA\ Singapore
Eleni Sardi, Head of Brand Management
Abhinit Agarwal, Executive Strategy Director
Jazzlyn Koh, Senior New Business & Communications Executive
Xue Ying Ong, Strategist
Dylan Ma, Intern
Charmaine Lim, Associate Brand Director
Asheen Naidu, Executive Creative Director
Gustavo Figueiredo, Group Creative Director
Julian Gutierrez, Associate Creative Director
Mandy Wong, President
Yong Ping Loo, Executive Creative Director
Alif Jani, Junior Content Creator
Amirul Daniel, Junior Content Creator
Client
Samaritans of Singapore
Gasper Tan, Chief Executive Officer
Jonathan Ho, Senior Executive, Advancement & Planning