“Listen” a ground-breaking DRTV ad for Pieta
- Services: DRTV Direct Response Television
Our brief was to create most effective fundraising ad possible, while recognising the unique sensitivities around suicide messaging.
Our approach was this. We would make an ad that was specifically aimed at the viewer who was in suicidal crisis. We would then allow the donor to observe that intensely personal interaction and help them see the vital and pivotal role they play in it.
Sensitivities and protocols regarding the depiction of suicide also make it very difficult to depict the complexities of issues that therapists have to deal with. So, after extensive research with therapists, we chose to focus on the common phenomenon of people being so upset and terrified that they are unable to speak.
As a result of this ad is primarily silence. But that silence speaks volumes.
RESULTS
The ad continues to prove to be a successful fundraising acquisition tool. It has also proven to be an important brand statement for Pieta by creating a powerful emotional message that therapists, supporters, service users and families alike recognise as being true and which they can safely and proudly promote.
