Cheil expands suicide prevention idea in Seoul

Cheil's anti-suicide bridgeKorean ad agency Cheil is extending an award-winning idea to stop people taking their own lives to other parts of Seoul after the program proved effective in curbing suicides.

A series of light sensors that flash messages of support while people are walking across the Mapo Bridge – which is notorious for people jumping from it – is to be installed in other bridges along the Han River in the Korean capital. There is also talk of exporting the idea overseas.

Cheil, together with client Samsung Life Insurance and Seoul City, was behind the idea to tackle suicide in Korea, which is worst than anywhere in the rich world.

After the lights were installed on the bridge, the suicide rate on Mapo Bridge fell by 85 per cent between 26 September 2012 and 28 February this year.

The campaign recently won a Grand Clio and a One Show Design Gold Pencil.


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