SUICIDE PREVENTION CAMPAIGN

As part of a class assignment, I was given the task to design branding and a Suicide Prevention Campaign for the SPIRIT Coalition. The SPIRIT Coalition is an organization that acts as a resource for individuals struggling with addiction, thoughts of suicide and depression, and other issues, and is based in the Williamsport - Lycoming County, PA area. The coalition had no previous branding and requested a campaign for Suicide Prevention in Williamsport for a demographic of 30-60 year old white men. This campaign was then presented to the organization upon finalization. With the exception of the Billboard design, the entire project was self-photographed.

Logo

The SPIRIT Coalition acts as the helping hand or guide to those who are struggling. This is where the concept of the hand graphic came into play. It is featured in both regular and reversed options, as well with type horizontally and vertically placed for layout reasons. The new brand colors: blue and yellow, play a huge part in the rest of the campaign. Blue is to represent calm and stability, and yellow for happiness, optimism, and hope. All of which are things that those who are struggling wish to have.

Stationery

The Stationery set consists of a letterhead, #10 envelope, and business cards. Because this is a non-profit organization, to keep costs down I arrange for all branding and campaign pieces to be designed for print as 2 color jobs. The business cards act as the show piece featuring variable backs that depict a opening comment on struggles followed by a statement of hope by getting help. These are statements that I took away from QPR training. The stationery is also were the new motto is first introduce: Support, Prevent, Educate. Introducing this motto was a great way to quickly explain the purpose of the coalition, which is to support those struggling, prevent events like suicide and overdose, by educating those in the community who can be affected or help identify those who need help.

The Campaign

The concept of my campaign was to start a conversation with those struggling as part of the demographic (30-60 year old white males), more specifically HAVING THE TALK WITH DAD. Older men have the highest suicide rates in the country and are climbing. I found this campaign to be the perfect opportunity to change the stigma where men feel like they have to always be strong and not talk about struggling or thoughts of suicide. I wanted sons to encourage a Son/Father Talk, an interesting twist on the important “father/son talk” where the father helps the son. This is the chance to change the roles and have sons start a conversation to help dad. My own father was able to inspire this concept upon having my own conversation about this with him. As a person who has a large family history of mental illness and suicide, he said that if only one person could ask him during the day how he was doing, then it could change his entire outlook. This made me realize how most children, like myself probably don’t think to ask Dad because we assume they are fine.

Billboard

The purpose of the billboard design was to quickly grab the attention of the drivers-by to make them consider the idea of asking Dad how he is doing. This is another phrase used frequently throughout the campaign. The image is used as a way to put a face the man called dad and to lead them to think of Dad.

Poster

The poster would be placed throughout the community to engage the public (sons) to have that “Son/Father Talk”. The bottom text also shares facts and more information about the cause to educate on the importance of starting the conversation about suicide. It also features the logo, motto, and emergency contact information for viewers.

Tear-Off Resource Tags

The Tear-Off Tags were created as a more universal piece to reach out to all audiences who are struggling. It features an important, as well as optimistic fact about those who are treated for suicidal thoughts followed by its Call To Action: “Take the first step in getting help.” The resource tags include numbers for the Lycoming County Helpline, The National Suicide Prevention Hotline, the 2-1-1 number, and The Veteran resource line. I added the last one, due to a large number of the target demographic being veterans.

Social Media Campaign

The Social Media consists of the use of web banner ads, Facebook page and ads, and Instagram ads. The web banners were created in two sizes for variety of placement. There is also a slight difference in both: One asking if the children have thought about dad, and one reaching to the male to ask if he has asked himself. Being able to admit you are not ok is the first step to prevent suicide, so the former also includes the National Suicide Prevention Hotline. The Instagram ad serves the purpose of reaching out to the children of the older male demographic, who are most likely to be using Instagram. This is another opportunity to reach this group to remind them to talk to dad. The Facebook ad imitates the web banner ads pictured first. This will reach both the demographic as well as others too.

T-shirt

As an added promotional piece, the t-shirt was designed as an indirect Call to Action. T-shirts are something that lots of people read and pay attention to. The engages with that main concept phrase, “Time to Have The Talk With Dad”. The back of the shirt is used as a indirect as for those who are struggling to feel like someone is looking about for them or even for them to realize themselves that they are not okay.