Four Paws

Suicide Keyboards

Agency: Ogilvy Health


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

Amnistia Intern...
Edward Jones


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