MEDIA PACKAGE

T104
Angela Mae Macasinag
Aira Ycel Avila
Nah Min Ning
Phyu Kyi Kyi Htet ( Weng Ling Ling )
Part 1 The Corporate Bio

General Background
Who Are We
Samaritans of Singapore (SOS) is a non-profit organization, that was established on
December 1969. We are committed to helping eradicate suicide in Singapore by reaching out
to individuals who are facing difficulties and thinking about taking their own life. We
strongly uphold the belief that suicide prevention is everybodys business and hence requires
a collective community effort. As there is meaning in what we do, join us today too.

Suicide in Singapore
Did you know that according to the Minister for Social and Family Development in 2015,
there is an average of 400 suicides and 1000 attempted suicides per year?
The cases of suicide has hit its all-time peak in 20 years in 2012, with a jaw-dropping 467
deaths that year due to suicide. This exemplifies the grim and hard truth that suicide is
becoming more of a prevalent societal issue in Singapore.

Our Aims
With over four decades entrenched of dealing with suicide, our experience has shaped out
three tier holistic approach - prevention, intervention and postvention, that allows us to reach
out and lend a helping hand to those contemplating suicide.

Our Mission
We are passionate in our commitment to act as a pillar of professional, emotional and critical
support to anyone facing a life crisis. With our second to none all-rounded method in dealing
with suicide, we believe that we have an obligation and responsibility to reach out to
potential people who are bent on committing suicide.

Word Count: 243 words

Body Copy
What is Suicide?
Suicide is the desperate act of deliberately ending ones own life, consequently ending the
suffering they face in their lives. While this may be incomprehensible to those not in the grips
of suicidal depression, it is tangible problem for many who are. Blinded by loneliness,
despair and self-hatred, many feel that the only way out of their misery and hardship is
through suicide.

Our Goals
Dedicated to lowering the nations suicide rates, we have delved into our aim of
understanding how grave of an issue suicide is in Singapore.
According to our 2015 report, the number of crisis emails we responded to increased not by
100%, but instead, by a gargantuan 3173% since the financial year of 2009-2010. These
numbers have been slowly but consistently heightening since the last 30 years. This proves
that the trend of suicides is an increasingly, worrying phenomenon.

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Despite the bleak statistics, we believe that through the collaborative effort of the community
and our organisation, we hope to be able to significantly lower that yearly average in the
upcoming year. In fact , through our effective approach and many selfless volunteers, suicide
rates have been declining steadily since 2012.

It is only with your generous donations, voluntary spirit and our expert care , that we can
continue to reach out to those with suicidal thoughts. We will help them avoid the death
plunge and embrace the positive side of life instead.

At Samaritans of Singapore, we focus on curbing suicide in Singapore. With dedication,

tenacity and an effective work ethic, we hope to reduce the suicide rate in Singapore, even
eliminate it one day. Concurrently, we are working to create a caring society that will help
dissuade people from committing suicide through the power of love, faith and concern.

Our Work
In order to reach out to the community, we adopt a wholesome and meaningful approach
towards suicide prevention through three main strategies : prevention, intervention, and
postvention.
For prevention and intervention, we strive to be an available lifeline to the deeply troubled
through specialist counselling, email befriending and more eminently, our 24-hour hotline
that offers immediate emotional support to anyone who may need it.
Under The Healing Bridge, we reach out the friends and families who lost a loved one to
suicide and help them through the traumatising time.
We understand that facing life head on after suicide may be scary for survivors therefore we
provide informational and psychological assistance to survivors in our Local Outreach to
Suicide Survivor (LOSS) Programme.

Difficulties
The issue of suicide consists of many misconceptions that stirred around due to the absence
of open discussion about it.
For instance, one probable reason why volunteering rates might have been decreasing might
be due to the publics perception people who commit suicide are people who are unwilling
to seek help.

Contrary to this myth, studies have indicated a large majority of those who have committed
suicide have sought medical assistance before their demise.
The talk of suicide has always been frowned upon and been considered as a taboo. Society
saddles those who have committed suicide with a negative portrayal, often labelling them as
being self-absorbed, lunatic and weak individuals who lack willpower.

Only recently has the issue of suicide been receiving more acknowledgement from prominent
humanitarian organisations all over the world like The Trevor Project.

Our Accomplishments
SOS has accomplished many milestones since our establishment.
The success we have received over the years is undoubtedly accredited to our passionate,
caring and altruistic volunteers. This is doubled with our steadfast commitment which has
helped us to clinch many awards.
One of our most notable achievement we received is the Non-Profit Organisation Award for
Volunteer Management during the National Volunteerism & Philanthropy Awards in 2008.

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Last but not the least, our campaign for World Suicide Prevention Day in 2015 has gathered
the support and participation of many reputable individuals.
Three of our most ardent supporters Included : SR Nathan, former president of Singapore;
globally renowned actress, Narelle Kheng, and Entertainment Artiste, Oon Shu An.

Word Count: 674 Words

Statement of purpose

SOS Partnership with SYA

In its partnership with the Singapore Youth Academy, we wish to remove the social stigma
that revolves around counselling. According to the American Counselling Association, many
people adjourn a negative perception with getting emotional help. This may be due to the fact
that the general public tends to associate mentally incapacitated individuals to those receiving
counselling. We believe that in the 21st century, this should not be the case.

By raising awareness of our social work, we wish to receive societys undivided and
collective support on suicide prevention and against the stigma attached to it.

Word Count: 99 Words

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Part 2 The Copywriting Analysis

1.
William seems very detached in the way he writes. He addresses a general audience rather
than a certain loved one which implies that he felt lonely when he was alive, allowing people
to empathise with him who also feels alone.

What sets the advertisement apart is how the words on the suicide note can be arranged
differently to form a completely different message, one that denounces suicide. The new note
radiates hope and positivity with its last line, I AM ABOUT TO SEE THE GOOD SIDE OF
LIFE, AS HAPPY AS EVER.

The phrase, Actual suicide note, located at the bottom of the note makes Williams
situation and ultimately, the gravity of suicide real to the audience, suicidal or not. The
audience is forced to take the suicide seriously and dissolves the stigma that is formed around
anything suicide-related. It is the next step to preventing such unfortunate deaths.
The advertisement is written in understandable terms but conveys the desperation William
feels through his short, abrupt letter written in capital letters.Thus, the overall message of not
committing suicide resonates with the audience.

The most important part is the hotline and the website provided to give comfort and
assistance to anyone contemplating suicide, strategically placed at the bottom for easy access.
Finally, the line Inside every suicide theres someone who wants to live ends the
advertisement perfectly and summarises the ultimate message: do not take your own life.
This is for people who do not understand the suicide notes (because of its poor grammar).
The juxtaposition of life and death there resonates with the audience. Unfortunately, both
notes contain grammatical errors and is poorly constructed. By right, TO WHO IT MAY
CONCERN should be TO WHOM IT MAY CONCERN, and phrases like SO AM
GOING OVER TO SEE THE OTHER SIDE and AND THIS LUCK MAY CONCERN
TO OTHER just do not make sense. Therefore, the message loses its impact and becomes
undecipherable to the general public.

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2.
The title, IM GLAD I FAILED written in capital letters grabs the attention of the reader.
This negatively title confuses the audience. Who advertises failure? This lures in the audience
and forces them to notice that the whole message translates the failure to kill herself, which is
success to The Trevor Projects cause.

The advertisement includes the girls tragic story: being being for being gay which led her to
become suicidal. Many people who experienced something similar, will relate to her, will
find hope and realise the good fortune that will come in the future, after their tragic present,
like the girl in the advertisement.

The human face draws a personal connection to reader that they can identify with, feel
sympathy for and compel them to avoid suicide.

The advertisement included The Trevor Projects hotline and website to allow suicidal (gay)
teens to find help, instantly decreasing suicides.

However, the words are too small and cannot be seen therefore the message is not delivered
clearly. The advertisement should contain more positivity. Asides, from the girls tragic past,
they should include details of her successful future, her job, relationships with others, etc.
instead of merely stating IM GLAD I FAILED AT SUICIDE BECAUSE MY LIFE IS SO
AMAZING NOW. Perhaps, her picture should be swapped with a picture of her smiling or
her living her successful life. Additionally, her name should be included. This would
contribute greatly to the tangibility of her success story and ultimately, her existence. She
will not be considered as a fictional character, fabricated for the sake of the advertisement,
but an actual girl, as real as her story and success. This makes her success possible for many
who empathise with her.

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3.
There are insufficient visuals and therefore fails to engage the audience. This red blob of an
advertisement will not capture the audiences attention enough to interest them to read, let
alone care about suicide prevention.

The font used is inappropriate and makes the advertisement look amateurly made. The colour
scheme is poorly assembled. The shade of red resembles way too much like blood and the
black would probably invoke trauma in the suicidal demographic of the audience whilst
scaring the rest of the audience, giving them the impression that anything suicide related is an
ugly issue best not acknowledged.

The overall message here evokes a sense of negativity towards people with suicidal
tendencies. The heading Dont run, Solve it imbeds an erroneous, inaccurate portrayal of
suicide victims being cowards. Suicidal people will think less of themselves so instead of
rehabilitation and getting help for their condition, they will subject themselves to more self-
hatred and negativity which could actually reverse the advertisements purpose and drive
some members of the audience to suicide. They should use words with positive connotations
instead of words like devil, dont, hell and pain. These are trigger words that evoke
feelings of fear, agitation and anger, which does not help with the case of the suicidal. Since
suicide is a sensitive topic, advertisers ought to be wary about the words they use.

The advertisement uses unnecessary rhetorical questions such as What does taking your life
mean? and Where do those go?. These unanswered questions do not help the case of the
suicidal, does not indicate where they could get help or does not comfort them. Its sole effect
was to give out a feeling of uncertainty that just makes the audience uncomfortable and
anxious. The black circle, that resembles a noose, and the play on words, Suicide a full
stop to life, becomes a literal representation of suicide. Unfortunately, it contributes to the
negativity of the advertisement. The issue of suicide becomes a horror movie to steer clear
from. It scares the general audience and thus the suicidal people feel even more terrible about
themselves. It is doing both parties harm.
Thankfully, the advertisement includes an address and a hotline for suicidal people to talk to.
Giving them an outlet for their negativity and prevent suicide.

Word Count for copy writing analysis : 991 words

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Rewriting of Advertisement 3:

Suicide is just a phase.

In Singapore, it has been approximated that one person dies from suicide every day. The
increasing rate of suicide cases has been marked most within the youth.

Such ignorant remarks like the one above should cease to be spoken of. Suicide is not a
phase; it is a cry of help for those suffering.

Let us strive to reconnect with our peers and learn to see the hardships they are enduring. We
have to let them know that they are not alone in their battles.

Word count: 90 words

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 Works Cited

About The Trevor Project. The Trevor Project. The Trevor Project, n.d. Web. 6

Jul. 2016.

azka-qaseem. anti-sucide ad. Advertisement. Devian Art. Devian Art, n.d.. Web. 6 Jul.

2016.

Cheong, Kash. Suicide numbers highest in past 20 years. The Straits Times.

Singapore Press Holdings, 12 Jul. 2013. Web. 6 July 2016.

Child suicide amongst Singapore kids. theAsianParent. Tickled Media Pte Ltd,

n.d.. Web. 6 Jul. 2016.

Cowan, Kristina. Suicide and Its Unrelenting Stigma. The Huffington Post. The

Huffington Post, 26 Jan. 2015. Web. 6 Jul. 2016.

Inside every suicide, theres someone who wants to live. Advertisement. Ads Of The

World. Mediabistro Holdings, June 2014. Web. 6 Jul. 2016.

Manjur, Rezwana. LOOK Former President of Singapore SR Nathan fronts

suicide prevention campaign. Marketing. Lighthouse Independent Media

Pte Ltd, 8 Sep. 2015. Web. 6 Jul. 2016.

Samaritans Of Singapore. National Suicide Statistics. Singapore: n.p., n.d. Web.

Tan, Chuan-Jin. Average of 400 suicides in Singapore each year. Channel News

Asia. Mediacorp News Group, 17 Aug 2015. Web. 6 July 2016.

van Gurp, Marc. The Trevor Project: Im Glad I Failed at Suicide. Osocio. Osicio, 10 Sep.

2008. Web. 6 Jul. 2016.

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Vogel, David L. , Stephen R. Wester and Lisa M.Larson. Avoidance of Cousnelling :

Psychological Factors That Inhibit Seeking Help. The journal of Counselling &

Development Vol 85 (Fall 2007) : 410-411. PDF file.

Who We Are. Samaritans Of Singapore. Samaritans of Singapore, n.d. Web. 6

Jul. 2016.

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