Online hatred is pushing veterinarians towards suicide. Think before you post.
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.
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.
This professional campaign titled 'Suicide Keyboards' was published in United States in August, 2023. It was created for the brand: Four Paws, by ad agency: Ogilvy Health. This Design, OOH Outdoor, and Print media campaign is related to the Education, Health, and Professional Services industries and contains 3 media assets. It was submitted 5 months ago by Associate Creative Director: Eduardo Basque of Ogilvy Health NA - New York.
Advertising Agency: Ogilvy Health, NY, USA
Production Company: Illusion, Bangkok, Thailand
CCO: Adam Hessel
GCD: Tom Callan, Sean Green
ACD: Eduardo Basque, Rafael Campeao
VP Planner: Carlos Dorenbaum
Agency Producer: Sharon Petro