Choking Hazard
Samaritans of Singapore
Animation | Art Direction | Campain | Cinematography | Photography
Campaign Crowbar
Finalist, 2017
Challenge
With the total number of youth suicides recorded in 2015, it led to an alarming mean score of two cases every month.These cases that happen in Singapore are of those aged between 10 to 19. The year’s total of 27 was twice as many as the year before and the highest in 15 years. Troubled young people who reach out to suicide prevention agency Samaritans of Singapore (SOS) cite mental health issues, academic pressure, and relationship problems at home and in school as their greatest source of stress.
Insight
When experiencing struggles, Singaporean youths between the ages of 10 to 19 find it difficult sharing about their problems due to lack of communication, as well as the fear of being judged by those around them.
Target Audience
Primary:
Family members of youth aged between 10 to 19.
Secondary:
General public whom may find this set of information useful at present or in future.
Creative Approach
The idea is to take on a provoking approach when addressing the issue of youth suicides in Singapore. Choking Hazard consists of 2 phases - a cinema commercial, as well as a digital interactive banner, situated at bus stops locally. The concept revolves around the stories of some of these youths; who face isolation due to the reluctance to communicate despite going through tough times. Moral offence, thought to be the most provoking appeal from recent studies, is used in this campaign. The metaphor of a plastic bag is used throughout the campaign across 3 characters. This is to emphasise on the suffocation and false front that these youths put up. It is also difficult to properly hear someone speak through the muffling of the plastic bag. Through this, parents and friends of these youths are encouraged to pay close attention to youths in the future.
Case Study Video
The video aims to open up the topic of youth suicide and the need for an integrated campaign aimed at creating awareness towards the issue in Singapore.
Phase 1:
Short Film Commercial
The back story of the youth will be shown at PG13 slots, where family-friendly movies are often showcased. This allow parents to better engage the short film at the presence of their kids. Cinema commercials not only allows a longer cut, but it also effectly sit audiences down through the ads prior to screen time. When played on a large screen, the severity of the problem will have a larger impact. This would ensure the message to be conveyed to family and friends clearly, and at the same time allow them to look to their children and ponder.
Phase 2:
Digital Billboards
A series of cinemagraph will be played through digital billboards situated at bus stops islandwide. These cinemagraphs consists of subtle breathing movement of the characters’ head. This playback of this animation will constantly be on the loop, showcasing the constant struggle in which these youths go through on a day to day basis. Such an approach will aim to startle and attract the attention of passerby. Each advetisement carries an alarming statistic regarding the increase amount of youth suicides in Singapore. These facts aim to allow audiences to get a better picture about the severity of the issue whereas the provoking visual is supposed to hit audiences hard about the issue. The contact details of Samaritans of Singapore is placed at the bottom in order to allow an outreach for anyone who intends to seek help.
