Idaho Suicide Prevention Program

Rock Your Role Television Campaign

Overview

Producing a series of commercials around the topic of suicide prevention is a daunting task—one that we did not take lightly. When Idaho Health and Welfare’s Suicide Prevention Program came to us to create this campaign, they had a number of mandatories in terms of relationships, suicide warning signs, and means of intervention that they wanted to see in the final commercials. As we developed our concepts, we looked to the success of the “Friends Don’t Let Friends Drive Drunk” campaigns as a model for speaking to persons close to those at risk. We decided that hearing the voice of the at-risk person speaking from the other side of recovery was a powerful way to tell the story of how a friend, co-worker, or family member stepped in to prevent their suicide. The storytelling was non-linear with each spot starting at the moment of intervention and ending with a scene of recovery. We wanted to make these spots very cinematic, and our partners at North by Northwest helped immensely with their widescreen cinematography, casting, and location scouting.

Campaign Components