| Título | Laptop |
| Agencia | Ogilvy Health |
| Campaña | Suicide Keyboards |
| Anunciante | Four Paws |
| Marca | Four Paws |
| Fecha de primera difusión/publicación | 2023 / 8 |
| Sector Empresarial | Protección / Derechos de los animales, adopción |
| Sinopsis | Online hatred is pushing veterinarians towards suicide. Think before you post. Background: Veterinarians are facing the burdens of overwork, low pay, and relentless online hate. Tragically, this is leading to a harsh reality: the highest suicide rate among all professions. Recent data reveals that 1 in 6 veterinarians has contemplated suicide in the last two years, with 70% personally knowing a colleague lost to self-harm. Idea: Through a print campaign, we reveal the alarming real-world consequences of hate comments posted on social platforms. This is achieved by drawing connections between commonplace digital elements and items commonly associated with self-harm: a laptop keyboard reshaped to resemble a firearm, a digital keyboard juxtaposed with a syringe, and a pill bottle. The messages are simple yet equally impactful, associating the act of pressing a key with firing a shot or administering a lethal dose of poison to the veterinarian, ultimately leading to suicide. These combinations work to amplify awareness and cast a spotlight on a pressing issue that remains inadequately discussed. |
| Medio | Exterior |
| Productora | Illusion |
| Productor de la agencia | Sharon Petro |
| Responsable de la creación | Adam Hessel |
| Director del grupo de creación | Tom Callan |
| Director del grupo de creación | Sean Green |
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