2009 Finalist - Media Festival of Valence - Category Best Communication Strategy

2009 Grand Prix - International Awards for Innovation in Media

2009 MIA (Media Innovation Awards) -Or Category Media Spent under 250 K

2010 Prix Média - Finalist category Radio

2010 Prix Média - Grand Prix category Campaign under 250 K 

Suicide is a delicate subject that requires strong actions to fight it. To sensitize the population to the tragedy that is suicide, an impactful and unexpected idea is necessary. Astral Mix in collaboration with Sid Lee, developed a campaign to talk about it, that was as powerful as it was creative. 

Objectives

Promote the support hotline;

Create awareness among the public to the fact that suicide can hit at the most unexpected moments.

Target

Adults aged 25 to 54.

Strategy

Modify shows to make audiences live an « abrupt ending ». On television, during Décore ta vie, at the moment of the big reveal, roll the credits and follow it up with the Suicide Action message. Then, rewind the tape to go back to the moment when the winner really does get to see her newly redecorated room for the first time.

On radio, suddenly stop a Sylvain Cossette song before the end so that he can talk about Suicide Action. At the end of the message, resume playing the song where it left off.

Innovative element of the campaign

Interrupting programming, both on television and radio, to feature an advertisement.

Results

Calls to the hotline increase by 35%, and three new operators had to be hired following the campaign.

Media

Television: Canal Vie

Radio: NRJ and RockDetente

Talent

Sylvain Cossette