CONTENT WARNING
This page covers the distressing topic of suicide using funeral imagery. Please be mindful of your own comfort and experiences. Do not engage if you may be triggered.
We took a bold approach because we believe that in order to destigmatize suicide, we need to create conversations that are meaningful and worth remembering.
THE ASK
USE THE ATTENTION GRABBING SPACE IN HAVAS CHICAGO’S LOBBY TO RAISE AWARENESS FOR MENTAL HEALTH CAUSES.
THE MOMENT
September is National Suicide Prevention Month, where mental health advocates, survivors, and allies unite to promote awareness.
THE TENSION
There’s a stigma around suicide that makes it a taboo subject. Shame and guilt make those suffering uncomfortable sharing their thoughts.
THE PROBLEM
Suicide is a leading cause of death among people of all ages and backgrounds. On average, suicide causes 1 death every 11 minutes.
THE INSIGHT
Talking openly about suicide can actually help prevent suicide. People who have experienced suicidal ideation can find it therapeutic to connect with others.
THE STRATEGY
Take the stigma out of suicide by encouraging people to openly talk about their shared experiences.
THE IDEA
Initiating a conversation about suicide is the easier decision when weighed against the difficult decisions that must be made when planning a funeral.
THE ACTIVATION
11 MINUTES FUNERAL HOME
THE INSTALLATION
We transformed Havas Chicago’s lobby into the “11 Minutes Funeral Home” to show people some of the tough decisions they might have to face by choosing not to have a conversation.
At our funeral home, we hosted a service for all the lives that have been lost to suicide this year. Throughout the experience, we spoke to just a few of the emotionally overwhelming decisions that come with planning a funeral.
THE EXPERIENCE
Each piece of the installation contained messaging that supported our main goal of creating conversation around suicide. We supplied people with talking points to start an initial conversation with loved ones who may be struggling, while directing them to professional suicide crisis resources.
To launch the activation, we parked a hearse outside of our office. The trunk hosted a sign inviting Chicago pedestrians to step into the 11 Minutes Funeral Home. From the streets, people could see in through the windows to see the full experience.
Inside the lobby, the centerpiece of our activation was a casket. Instead of a body, the casket contained memoriam cards to represent the number of people that have been lost to suicide in 2023. We set up a printer that created more cards every 11 minutes to represent the additional lives lost to suicide during the time of the experience.
The lobby was set up like an actual memorial service with empty chairs facing the casket, floral arrangements, and new wallpaper.
THE RESULTS
Ultimately, our goal of starting conversation about suicide was successful. Hundreds of Chicagoans visited the experience. Local and national news sources covered the event.
