Report Survival

Insight

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.

Idea

Create a media landscape where a story of someone who survived suicide follows every report of someone who didn't.

Results

Got sponsorship from one of the largest ad agencies in the world to blow out the campaign.