Cheil expands suicide prevention idea in Seoul
Korean 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.
I am intersted to find more information on the sensor light idea.
ReplyWaht is it made of?
What are the messages?
Regards
Maxine
Hi Maxine,
Just heard back from Cheil on this one, and can answer your questions.
The lights are LEDs. The sensors are designed specifically for this campaign – they are a combination of an ultrasound sensor and an infrared sensor. Cheil worked with the company that owns the patent.
What do the messages mean?
The messages used included the words: “I love you”, “Let’s walk together”, “You look worried. Are you OK?”, “For your kids”, “Tomorrow’s sun will rise”, “Did you eat anything?”, “Go see the one you miss”, “The best has yet to come”, “How would you like to be remembered as a father?”, “So many things have yet to happen” and “Your mom”.
All the messages were carefully drafted through consultation with psychologists and suicide-prevention activists, says Cheil.
Cheers,
ReplyRobin – Mumbrella
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