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Bridge of Life set for export to Northern Ireland’s ‘suicide city’

An award-winning idea to prevent people from killing themselves in Korea looks set to be exported to the City of Londonderry in Northern Ireland, where suicide rates have risen by 64 per cent over the last decade.

Londonderry’s public health department has contacted Cheil Worldwide, the agency behind the Cannes Lions-winning ‘Bridge of Life’ project for Samsung Insurance, with a view to bringing the idea to Northern Ireland.

Three bridges in Londonderry – which has been dubbed Northern Ireland’s ‘suicide city’ – are notorious for people taking their own lives, and the city is interested in using the same approach Samsung Insurance used in Seoul.

Cheil’s idea was to fit a bridge in Seoul with motion sensors so that people walking across the bridge are accompanied by messages of support.

Bridge of Life, which was the only Asian campaign to be recognised at Cannes in Titanium category, was shortlisted at Spikes Asia today.

The winners at Spikes will be announced on Tuesday night.

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