CrisesLine wanted to dispel the misconception that it takes a lot of effort, and training, to become volunteers and to save lives. The idea, using "string and button" envelopes, adressed the brief with a clear and powerful demonstration. By untying the string, recipients free the "neck" from a possible suicide vitim, driving home the point that saving lives is easy. And that every one has the ability to do so.
Agency: JWT Singapore, Singapore.