Abrupt Endings

In 2008, Canada was ranked as having one of the ten highest suicide rates in the world. Suicide Action Montreal (SAM) is an organization that has been working since 1984 to reduce the number of suicides in Montreal by offering support services to those who feel suicidal and their friends and families.

The SAM team wanted to find a new way to promote its suicide prevention helpline, and raise awareness that everyone has the potential to be affected and hurt by suicide. As a small local charity, the foundation had to communicate this message on a tiny budget.

Mindful that the first reaction experienced by those affected by the suicide of a loved one was shock, the media strategy was built on the idea of abrupt endings. To achieve maximum impact, these abrupt endings needed to be delivered at unexpected moments in an otherwise positive environment.

In the middle of selected popular TV shows, the end-credits would suddenly appear, followed by the message “Does this premature end surprise you? What if this was the life of someone you loved?” followed by contact details for SAM. The show then resumed as normal. One of the highest profile shows interrupted was “Bye Bye”, the big comedy review show broadcast on New Year’s Eve. SAM’s abrupt ending interrupted the midnight countdown to remind viewers to make contact with their friends and family.

The stunt was also repeated on the radio during Canada’s suicide prevention week, where SAM’s message interrupted the popular song “Hold the Line”.

Just one month after launch, calls to Suicide Action Montreal increased 35%, and awareness of the foundation and its activities increased by 60%. SAM also achieved recognition in the wider media, as spokespeople were invited to take part in news and panel discussions.