Four Paws - "Laptop"

Ogilvy Health

Ogilvy Health New York, United States

200

Title	Laptop
Agency	Ogilvy Health
Campaign	Suicide Keyboards
Advertiser	Four Paws
Brand	Four Paws
Date of First Broadcast/Publication	2023 / 8
Business Sector	Animal Rights/Safety/Adoption
Story	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.
Media Type	Outdoor/Out of Home
Production Company	Illusion
Agency Producer	Sharon Petro
Chief Creative Officer	Adam Hessel
Group Creative Director	Tom Callan
Group Creative Director	Sean Green