You might think highlighting an art installation about suicide prevention is a strange way to celebrate The Ideas of the year. We disagree. There couldn’t be a more important subject.
In the UK, the organisation CALM (Campaign Against Living Miserably) commissioned street artist Mark Jenkins to create an idea with impact. Something that would grab attention like nothing has before.
Partnering with broadcaster ITV, Mark put 84 people on the rooftop and around the surrounds of the ITV studios. 84 carries special significance - it’s the amount of men who commit suicide each week in the UK. That’s right - that number is only men, and every week. It’s a shocking statistic and they felt the best way to demonstrate the impact of this number was to position people at the position that was most of impact - on the edge of a roof.
The reason we have selected this idea is because it’s often felt to cut through the noise, it’s about getting a great creative message and then selecting media channels where the target audience will see it. We disagree.
Our view is for ideas to be more powerful and be more likely to convert to action they need to be impactful and be positioned at the point of impact for the intended recipient. This approach is more likely to engage the emotional and memory related components of the brain.
When thinking of ideas of your own this year, think about impact. Impactful message, at the point of impact.
For more on the campaign and the results, you can click here.