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TBWA\Singapore and SOS Partner for World Suicide Prevention Week

TBWA Worldwide, 2 years, 1 month ago

Singaporeans urged to end to silence around suicide in new campaign

TBWA\Singapore and SOS Partner for World Suicide Prevention Week

As part of World Suicide Prevention Week, Samaritans of Singapore (SOS) has partnered with TBWA\Singapore to launch a new campaign – Wear a plaster. End the Silence. 

The campaign encourages everyone to show their support by wearing an SOS plaster on their inner wrists. The plaster serves as a conversation starter, as the first step to prevent suicide is to simply talk about it.

From 7 September 2015, supporters will be able to download a virtual plaster, which they can add to their social media profile pictures and help spread the word.

On 10 September 2015, SOS plasters will be given out at several locations throughout Singapore. Supporters will be able to collect the plasters, wear them on their inner wrists, and post a photo with a heartfelt caption using the hashtag #howru.

Information on downloading the virtual plaster and collecting the SOS plaster can be found on sos.org.sg


Ms Christine Wong, Executive Director of SOS, commented, “Plasters are usually used as a first-aid measure when people need to cover and protect a wound. When someone wears a plaster, people around them tend to ask what happened and how they are feeling. Emotional pain however, is not always visible. TBWA\Singapore came up with a meaningful and interactive way to draw attention to what we cannot see. Through our #howru plasters, we want to remind people to be attentive to the emotional wellbeing of their loved ones. A caring person who asks ‘How are you?’ at the right time can make a difference between life and death.” 

Ms Wong further noted that suicide prevention requires the combined effort of many. “With the expertise of media, advertising and marketing professionals, non-profit organisations like SOS can elevate their awareness campaigns to reach out to a wider group in the community.”  


A number of celebrities have already pledged their support for the campaign, including Mr SR Nathan, former President of Singapore; Jayley Woo, MediaCorp artiste; Stephanie Carrington, FLY Entertainment artiste; Oon Shu An, international stage and television actress; Narelle Kheng and Benjamin Kheng from local pop band Sam Willows; and more.

Sharing his thoughts, Mr SR Nathan said, “…as [Singapore] becomes more affluent, the number [of suicide cases] is increasing…” He also added that Singaporeans must all look out for one another, as we are the first line of defence in preventing suicide.

Mr Edmund Choe, Regional Chief Creative Officer of TBWA, had this to share. “Suicide is something that can affect us all, young or old. And it’s a shame that people are reluctant to even talk about it. So we’re very glad to lend our creative support to finally give this social issue a voice and bring it to light.”

According to statistics, suicide claims more than one life in Singapore every day. There are also a significantly higher number of men who take their own lives. People in crisis, feeling suicidal or who have lost someone to suicide can call 1-800- 221 4444 (24-hour hotline) or email pat@sos.org.sg for emotional support.


Category: Corporate and social , Social

Genre: Digital