Bridge Projection Lifesaver

Belgrade – ancient city between the Pannonian Plains and the Balkans, situated at two major European rivers, Danube and Sava. Most people see the bridges crossing the rivers as mere infrastructure, many may look at them admiringly for their engineering and architecture. But as many as 40 people each year jump from these bridges to their death.

Together with renown advertising agency McCann Erickson the Belgrade government looked for a creative and inspiring way to stop people from jumping, offering them the message “Niste sami” (You Are Not Alone). I talked to Creative Directors for the project, Vladimir Cosic and Jana Savic Rastovac to find out more.
Read it after the break.

Looking at your idea to project a slogan reminding people that they can reach out to others for help as an advertising person myself, I find it brilliant in its simplicity. Did you get any reactions from the people of Belgrade already? Or did you conduct a survey to see what the man on the street thinks about it?

Overall reaction on the whole project was fast and overwhelming. We were digging for the smart, simple and humble message that will reach those who needed it the most, as well as the general public, because we felt our action should speak to both. Enormous PR and word of mouth almost struck us by surprise and we felt good, knowing we did something good, something worth.

How did you come up with the tought to have a projection at night only? Did it turn out that most – or all? - of the suicide attempts are done at night?

There is a true story behind this, like behind all good stories, I guess. One night, Vlada and myself were in a cab, returning from the dinner and we were crossing the bridge, where we saw a young girl standing on the bridge. This image hit us so hard, we wanted to to do something imidiately, but we did not know whom and how to call at the first moment, so we called the police. We were emotionally blown up and next morning we told the story in the office, where our colleague, art director Marko Savic came up with idea to project a message on the water. Later on, in discussions with our client, we were told most of the attpempts of suicides do happen in the night time.

Like all good advertising your idea looks simple, elegant, is easy to grasp; it untuitively speaks to people. But the issue isn‘t that easy, reactions of psychologically disturbed people aren‘t easy to predict. Did you consult with psychologists and psychiatrists for your anti- suicide campaign?

We were lucky to have an expert client, whom we could discuss all the questions and points that were relevant to our project.

During your research, have found any common factor apart from clinical depression among those jumping? Are they roughly the same age?

Suicide happens everywhere, to all and with no diference regarding the age and social status.

We all hope this campaign will have a strong impact and stop people from jumping to their deaths. Are there any numbers already of how successful you are? Do people call up the number?

First results are more than encouraging. Number of calls are increased, from the people in need and from those arround them.

Beside the nightly projection, what are the accompanying measures for the campaign? Is there any further action taken to dissuade and help those persons?

Night projection is just a start of our campaign. Our plans with the action are big. Huge PR and buzz creatied around it helped us raise the attention on this important question, which is a cruicial step. From this point we will continue to engage the society and people to join our cause and donate to Center, so we can make their activities better and more serving.

Thank you for this interview.

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Comments

They should point the projector at the sky. Message should be seen at the whole city.  Most people die long before they jump ...