When we lost Robin Williams the suicide rate increased by 10%. Marilyn Monroe: 12%. When Kate Spade and Anthony Bourdain committed suicide, the hotline got 25% more calls. It's called suicide contagion, and it’s the proven link suicide news coverage and an increase in suicide rates.
Create a media landscape where a story of someone who survived suicide follows every report of someone who didn't.
Got sponsorship from one of the largest ad agencies in the world to blow out the campaign.