Ad Nut
Sep 10, 2019

Instagram as a beacon of 'Hope through the night'

THE WORK: 'Hope through the night' for Samaritans of Singapore by TBWA Singapore.

It's Suicide Prevention Week, and while Ad Nut believes every week should be suicide-prevention week, the effort to highlight the need for help and understanding is still appreciated. This social-media campaign by TBWA Singapore for Samaritans of Singapore (SOS) encourages people to build a "repository of hope" under the hashtag #HopeThroughTheNight on Instagram. The campaign specifically targets the ‘darkest hours’ of midnight to 3 am.

SOS has brands such as Foodpanda, Dopa Dopa Creamery, Bettr Barista and Sanity Coffee
involved in the campaign as well.

The organisation reminds us that suicide remains the leading cause of death people between 10 and 29, and says it saw a 56% increase in people in this age group writing in for help over its last fiscal year. 

Here's some digital out-of-home elements:


Agency: TBWA Singapore
Executive Creative Director: Hagan De Villiers
Global Creative Director: Perry Essig
Art Director: Roxane Wee
Copywriter: Dan Chia
Brand Director: Corinne Yong
Brand Executive: Crystal Hong
Planning Director: Belynda Sim
Strategist: Elissa Wong
Project Manager: Angie Leung
Chief Data Officer: Oliver Kunze
Digital Analyst: Nikita Gupta
Head of Digital: Leigh Arbon
Social Media Executive: Lisa Oon
Director of Communications: Deborah Abraham
Video Production: Stories Worth Telling
Print Production Management: Eg+ Worldwide
Print Production Sponsor: A&D Printhub Pte Ltd
Paper Sponsor: RJ Paper
OOH Bus Shelters: Clear Channel

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