Suicide Action Montreal

Montreal has one of the highest suicide rates in the world. This serious problem affects every segment of the population, regardless of age, income or gender.

Suicide Action Montreal wanted to promote its prevention hotline and raise awareness that we can all potentially be hurt by suicide, which often strikes when we least expect it.

Shock is the first reaction experienced by those affected by a loved one’s suicide. The media strategy was to create abrupt endings, like suicide itself. To ensure it was obvious, messaging was focused in environments that were happy and positive, suddenly overshadowed by a “premature end.”

The “Abrupt Endings” campaign was launched with a TV stunt during Bye Bye, an annual New Year’s Eve comedy review. Sixty percent of the population cheers joyously when the show completes the countdown to midnight.  In a feat never attempted before, the countdown was overshadowed by the Suicide Action board: “We don’t like saying Bye Bye. Suicide Action Montreal. Take the time this holiday season to remind your friends and family that you love them.”

The campaign continued on TV with end-of-show credits suddenly popping up in the middle of 10 popular shows, followed by the message: “Does this premature end surprise you? What if it this was the life of someone you loved? Suicide Action Montréal. 1-888-APPELLE.” The show then resumed as normal. This integration was broadcast during program content – not commercial time.

On two leading radio stations, the concept involved interrupting the hit song “Hold the Line” with the singer voicing the following text: “If you think this ended too soon, what if it was the life of a loved one? Suicide Action Montreal. 1-866-APPELLE.” Immediately following the song, station hosts spoke about prevention and repeated the phone number.

Calls to Suicide Action Montreal increased by 35%, each representing a saved life. Awareness of Suicide Action Montreal increased by 60%. The visibility created by this campaign was 20 times greater than its budget could have delivered with a traditional media buy.