Friday, August 31, 2007
CVV Suicide Prevention
Agency: Leo Burnett, São Paulo
Creative director: Ruy Lindenberg
Art director: Ricardo Toledo / Andre Gola
Copy: Carla Cancellara / Digão Senra
Interestingly executed concept to raise the profile of CVV, a social organisation dedicated to help people to help themselves to prevent suicide. The unusual use of cut outs attracts attention and with a simple line of copy ' Help Yourself' the message is clearly communicated. The campaign seems to of pitched itself at exactly the right tone of voice to both create a sense of the desperation people feel in such situations and the hope an organisation like CVV can offer - the large white empty space and the simple silhouettes in positions that create a sense of desperation and of hope, by reaching out for help, are effective in communicating the role of the CVV.