TBWA\Singapore and Samaritans of Singapore’s new awareness campaign encourages open conversations surrounding suicide

Tuesday 10th of September is World Suicide Prevention Day, and from 2024 to 2026 the theme is “Changing the Narrative on Suicide” with the call to action “Start the Conversation”. This theme aims to raise awareness about the importance of reducing stigma and encouraging open conversations to prevent suicides.

TBWA\Singapore has partnered with Samaritans of Singapore Limited (SOS), a secular, non-profit suicide prevention centre that adopts a holistic approach to suicide-related topics, to help address the complex issue of suicide and to encourage a shift among citizens from a culture of silence and stigma to one of openness, understanding, and support.

On World Suicide Prevention Day, TBWA\Singapore and SOS launched “The Living Note”, an awareness campaign encouraging open conversations through a suicide attempter with an important message to share – seek help if you experience suicidal thoughts.

In collaboration with Jason Chua, the founder of Beng Who Cooks and a suicide attempter, the campaign shows a real “leaving note” and how to turn it into a “living note.” First of its kind, the campaign taps into the struggles of people who have battled with suicidal thoughts to deliver the message that life is worth living.

The film is an emotional watch, capturing Jason’s pain in the leaving note he once wrote, showing the depth of his emotions that remain raw to this day. However, he transforms his story of despair into one of hope by writing a new note listing his reasons for staying. The film is an authentic and powerful reminder that you are not alone and that there are those ready to listen and help you turn the page on dark moments.

Asheen Naidu, ECD for TBWA\Singapore, said: “This was a really emotional project for the whole team, and our thanks go to Jason for so bravely sharing his story. We hope this campaign can help more people turn their leaving notes into living notes.”

This is not a one-day only campaign, with the content running until end of the year. First launching on digital and social, this campaign is also expected to run on OOH media insertions.