Publicis Brussels created a striking campaign for “Centre de Prevention du Suicide”, the Belgian suicide prevention line.
Prevention Suicide needs new suitable volunteers. People that are willing to free 20 hours a month to listen to be a crisis supporter for suicidal people.
Not an easy challenge in an era where we hurry, read diagonally, skip and don’t take time to listen anymore.
One pre roll ad was created for this campaign. Pre roll ads, better knows as the video banners that starts unsolicited before videos on several sites. These pre rolls are very often skipped and that is the insight for this campaign.
The pre roll of 1’20”, in which a woman tells about her problems and worries, gets another end whether you skip or not.
When the viewer decides to skip, the woman stops telling, she looks disappointed and walks to the roof border. In this case the viewer gets an awareness message about “Centre de Prévention du Suicide” that offers a listening ear to people with suicidal thoughts.
If the viewer has the patience to listen to the woman, he or she gets a recruitment message that he could be a suitable volunteer. Those viewers passed a sort of first selection test.
In the first days of the campaign the amount of candidates to become a listening volunteers clearly increased.