Samaritans of Singapore (SOS) : advert-body-3 by TBWA

“The weather is so hot I want to die.” “If the train delays again I might kill myself.” “My WiFi is down. #killmenow”

People use these types of phrases all the time, both online and in everyday conversations. It’s a way to dramatise a situation, but they never actually intend to take their own life.

However, many don’t realise that trivialising suicide can hurt the people around them who might be struggling with suicidal thoughts or even those left behind by it.

Therefore, as part of Suicide Prevention Awareness Month, TBWA\Singapore has partnered with Samaritans of Singapore (SOS) to launch a campaign using these common but hurtful expressions to get the public talking about suicide seriously.