Campaign Spotlight

Campaign Spotlight: Samaritans of Singapore launch socially-led suicide prevention campaign with TBWASingapore

SINGAPORE – For some, the night can be a haunting place, where they are left alone with their thoughts as the world around them goes to bed. Making them feel more alone than ever.

In the last fiscal year, Samaritans of Singapore (SOS) has seen approximately 53% increase in the number of teens aged 10 to 19 years old writing in to SOS to receive emotional support, as well as a sharp increase in the number of calls made by this age group into the 24-hour hotline from midnight to three am. While SOS is supporting these teens through their channels, this rising number is a cause for concern.

Therefore, as part of Suicide Prevention Awareness Week, TBWA\Singapore has partnered with SOS to launch a campaign that reaches out to youths on a platform that they are most familiar with – Instagram.


On September 10th SOS will launch #ThroughTheNight, a social media campaign aiming to help teens and those in need get through their darkest hours. Singaporeans from different disciplines will be invited to contribute a message of support to #ThroughTheNight on Instagram. Turning a single hashtag into a platform of hope, where youths can seek comfort and motivation in the words and craft of others.

SOS has partnered with musicians, artists and youth influencers to engage the public on the issue of suicide, by hosting live sessions on their social channels from 10-16 September, at midnight to three am. Several cafés and ice cream shops have also come on board to contribute to the campaign.

Spokesperson of SOS: “Since 2015, SOS has invited the public to start conversations and to take the topic of suicide seriously. It’s time we form a more empathetic community by spreading hope to people going through their darkest times. We invite everyone to add their message of encouragement and join us in helping our youths and those around us get #ThroughTheNight.”

Gary Steele, executive creative director, TBWA\ Singapore: “Helping our youths and those in need get #ThroughTheNight is a campaign that anyone can participate in, regardless of what we do or where we’re from. Just like previous campaigns, we believe that even simple actions can make a big impact on the topic of suicide. We hope everyone can join us in making a difference.”

Find out more on the SOS website:

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