Samaritans of Singapore (SOS): Helping suicidal youths find #HopeThroughTheNight

Samaritans of Singapore, a mental health charity, turned Instagram into a 'hope bank', bringing conversations about teenage suicides out of the dark and into the light in Singapore.

Campaign Summary

How do you reach youths in their darkest hours when they are shutting the world out? How do you turn a source of their despair and anxiety into a place of hope? This is how the Samaritans of Singapore (SOS) turned Instagram into a 'hope bank', bringing conversations about teenage suicides out of the dark and into the light - successfully guiding troubled teens back on the road to recovery.

Marketing Context

In Singapore, suicide continues to be the leading cause of death for youths - for every 10 young people who died from external causes in 2018,...

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