Bridge of Life: Good Creative Save People’ Life

Good creative does not only bring people joy and fun, but sometimes can save people’s life. This is the for Samsung Insurance, which aimed to tell people to cherish their life. The whole campaign took place at Mapo Bridge, a well-known site in Korea due to the fact that there were more than eighty people committed suicide by jumped down from the bridge within five years.  

In this case, how can we prevent this tragedy from happening again? Fence? Nets? Instead of implementing these passive methods, Samsung Insurance chose to talk to people’s mind and heart.

How does that work?

Lights on the bridge sides will be lit up when people go passing the bridge. With light, sentences like “How are you? My friend.” “Go and see someone you miss.” will pop up to the pedestrians.  These sentences play a role of a communicator to these people who seek to end their life. At the same, the sentences also remind them the good things in their life, rather than depression and negative things.

Real Case

After the entire campaign was set up, the company received a letter from a person to show her gratitude of saving her life. She gave up committing suicide after she saw all and lights the sentences on the bridge. A precious life has been saved!

In sum, a good creative can not only bring people joy and fun, but also direct people to their right way. The campaign of “Bridge of Life” is the perfect example!!