- The jury has valued the originality, supports and repercussion of the campaign, created by the Maart agency for the health group, which is committed to a "blank page" to highlight the social and institutional silence around this conduct
- The objective of the initiative is to convey the message that "to prevent suicide, you have to talk about it", therefore, in addition to the blank pages in various media, a website has been created, with keys to prevent suicide. suicide and a video, with a reach of five million people
The Ribera health group has won the gold Aspid award for its “blank” advertising campaign to convey a key message: “To prevent suicide, you have to talk about it”. The campaign, with a very original aesthetic, represents the social and institutional silence around this behavior with a blank page in some of the main print media in Spain. All this to highlight the importance, as Mental Health professionals convey, of talking about suicide to prevent ideas and actions to end one's life. The director of Communication, Angélica Alarcón, received the Aspid award yesterday together with one of the founding partners of the Maart agency, Pablo Martí, in a ceremony organized at the Goya Theater in Madrid.
The Aspid Awards are delivered every year in an annual contest, attended by the world's leading advertising agencies, to reward advertising creativity and communication of services related to health, healthcare and pharmacy. The prize for the "blank" campaign on suicide for the Ribera group has been awarded in the category of best comprehensive institutional campaign.
Suicide is a serious problem in Western societies, which has worsened with the pandemic. A person commits suicide in the world every 4 seconds and, according to the World Health Organization, more people in the world lose their lives in this way than in wars, traffic accidents or homicides. In Spain, someone ends their own life every two and a half hours, making suicide the leading cause of external death, and the latest Youth Barometer from the Fundación Mutua Madrileña indicates that 30% of young people between 15 and 29 years of age have had suicidal ideation in the last year.
Focused as a Corporate Social Responsibility (CSR) project and in the context of World Suicide Prevention Day, the Ribera health group opted last September for launching this blank campaign in various print media with a national circulation, while launching a website talkaboutsuicide.com, with advice from Mental Health professionals from the group to help try to avoid the ten daily deaths that occur in Spain for this reason alone. It has also been recorded video with campaign content, for additional material to continue promoting suicide prevention throughout the year, especially on social media. According to the average audience data from the EGM of the media where the campaign was published, plus visits to the web and dissemination on social networks, an estimated reach of more than 5 million people. "Never so little, he said so much", it is assured in the video as a summary of this action.
