Splash’s video documentary helps tackle Singapore’s teen suicide
AOL Platforms has teamed up with Maxus and Splash Productions to raise awareness of growing anxiety amongst 10 to 19 year olds living in Singapore. Figures from the Samaritans of Singapore show that 27 people in this age range committed suicide last year, double the number of the year before. Many of the suicides result from unseen pressures, including parental expectations on academic outcomes.
Brand communications agency Splash Productions produced ‘PSLE-Go’, a 25 minute short-film highlighting Singapore’s preoccupation with academic grades and the impact it is having on young people.
AOL Platforms helped promote the video, offering 100,000 thirty second teaser videos on desktop to Maxus, the media agency offering pro bono support for Splash. The campaign, which ran from 11-17 November, saw an 84 percent video completion rate, well above the industry norm, particularly for a 30 second creative.
“The high completed play rate shows people became very engaged on this issue,” says Alex Khan, Managing Director for AOL Asia. “It’s a positive example of the power of online video, to reach a very specific demographic and heightening awareness of an issue that is very problematic for our island nation.”
“This was a very satisfying campaign to work on, at two levels” said Desh Balakrishnan, MD of Maxus Singapore. “First, it showed how digital media can change people’s lives for the better, tackling an issue that is very dear to our hearts here at Maxus. Secondly, I am proud of how our organisations worked alongside each other to achieve this outcome. It shows what can be done.”
“We’re delighted with the result,” said Stanley Yap, writer and director of the film. “We won’t solve the problem with one campaign, but it’s a strong start and it shows what can be achieved when industry partners come together for the benefit of our society.”
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