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Book of Broken Silence

basics
Industry: Media & Publishing
Media:Design & Branding
Market:Lithuania
Style: Minimalism
descriptioncnen
EntrySummary
World Health Organization recently announced that Lithuania is country #8 in global suicide rate list (#1 in Europe). One of the reasons is stigma attached to people with mental health conditions. While there is no national prevention policy or mental support scheme people keep dealing with their feelings alone. Study suggests that people who experienced suicide among family or friends are 65% more likely to commit suicide so situation is turning in to epidemic. Talking about mental health is a first step towards feeling better. We had to inspire people to talk, listen and even reach out for professional help. The biggest publisher in Lithuania “Alma Littera” together with mental health specialist decided to publish first self-help book in Lithuanian for people dealing with suicidal thoughts or loss. Book had to become a first step towards professional help and end culture of silence.
BriefWithProjectedOutcomes
Wellness communication in Lithuania isn’t restricted or regulated per se. But information about suicide is considered harmful and usually is led by warning about reader/viewer discretion. On the other hand, media itself is making sensations out of suicides (especially of famous people).
BriefExplanation

Audience
Book of broken silence first edition sold out in first week. We saw an official number of psychologist visits increase by 43% (compared to the same period in 2016) after book release until the end of the year (no suicide awareness campaigns were done during period).
credit
Brand:
Agency:
Design:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Health & Wellness
Brand-led Education & Awareness
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