Samaritans of Singapore creates omnichannel campaign for Suicide Prevention Awareness Week


By Taruka Srivastav | Reporter

September 11, 2018 | 2 min read

Samaritans of Singapore (SOS) is reaching out to youths through Instagram to motivate them as part of their Suicide Prevention Awareness Week to commemorate World Suicide Prevention Day (10 September).

As part of the #ThroughTheNight campaign, created in association with TBWA\Singapore, Singaporeans from different disciplines are being invited to contribute a message of support on Instagram to help youths seek comfort and motivation in the words and craft of others.

SOS has partnered with musicians, artists and youth influencers to engage the public on the issue of suicide, by hosting live sessions on their social channels from 10-16 September, at midnight to 3am. Several cafés and ice cream shops have also come on board to contribute to the campaign.

According to SOS, in the last fiscal year it has seen approximately 53% increase in the number of teens aged 10 to 19 years old writing in to SOS to receive emotional support, as well as a sharp increase in the number of calls made by this age group into the 24-hour hotline from midnight to three am.

A spokesperson for SOS said: “Since 2015, SOS has invited the public to start conversations and to take the topic of suicide seriously. It’s time we form a more empathetic community by spreading hope to people going through their darkest times. We invite everyone to add their message of encouragement and join us in helping our youths and those around us get #ThroughTheNight.”

Gary Steele, executive creative director, TBWA\ Singapore said: “Helping our youths and those in need get #ThroughTheNight is a campaign that anyone can participate in, regardless of what we do or where we’re from. Just like previous campaigns, we believe that even simple actions can make a big impact on the topic of suicide. We hope everyone can join us in making a difference.”

Samaritans of Singapore (SOS) : #ThroughTheNight by TBWA

By Samaritans of Singapore (SOS)

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