Turn Suicide Notes into a Lifeline

According to WHO, close to 800,000 people die by suicide each year, and many more experience suicidal thoughts. But a few reach out for expert help. To address this issue, Maitri collaborated with Muktaa Mental Health Helpline to launch a powerful print campaign aimed at dismantling the stigma around suicidal thoughts.

The campaign features a print ad designed as a letter composed of lines from real suicide notes penned by different writers at various times. Although each line comes from a different individual, the overall letter flows seamlessly. The ad underscores a common misconception: many individuals suffering from suicidal thoughts feel isolated in their pain, unaware that millions worldwide are experiencing similar struggles.
The ad encourages readers to kill suicidal thoughts by sharing them with a trusted friend or a mental health professional. The ad was shared extensively on social media, with dozens of media professionals and film personalities sharing their stories along with the post. Within just a week of the ad’s publication, Muktaa received over 50 calls from individuals seeking support.