South Korean Government Launches Powerful Suicide Awareness Campaign

Suicide is the fourth most common cause of death in South Korea with an average of 36 people committing suicide daily, giving the country the tragic distinction of having the highest suicide rate in the OECD.

To address the problem, and in commemoration of World Suicide Prevention Day earlier this month, the Ministry of Health and Welfare launched an ad campaign spot to raise awareness.

The portrayal of a student in the campaign is especially powerful as the yearly university entrance exam, known in Korean as Suneung, has a notorious reputation for students turning to suicide to avoid the pressure.


 

The powerful 30-second film, the title of which roughly translates to, “Before Losing, Read It” (잃기 전에 읽어야 한다) seeks to deliver the message that even a small amount of care can save lives, by encouraging people to be more aware of the signs and signals of someone who might want to take their own life.

The campaign focuses on three primary themes: “What can I do?”; “I am afraid of tomorrow” and finally, a student towards the end of the film saying, “This was my favorite thing, and I will give it to you.”

https://www.facebook.com/mohwpr/videos/2166864336916269/

The portrayal of a student in the campaign is especially powerful as the yearly university entrance exam, known in Korean as Suneung (대학수학능력시험), has a notorious reputation for students turning to suicide to avoid the pressure placed on them by family, friends and society.


 

Credits

Client: Ministry of Health and Welfare
Ad Agency: VeryMoment (배리모먼트)
-Lee Baekhyun (이백현)
-Choi Sunghee (최성희)
-Lee Kyung-ju (이경주)
-Kim Yeol (김얼 )
-Park Ji-eun (박지은)
Production Company: Production Donghaeng (동행)
Editing: Fatboy Post Production (팻보이)

 

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