For those suffering from depression it can feel like they are in a cage, trapped by their inability to speak. Using this insight we created three unique typographic artworks that use the Chinese characters for 'Hopelessness', ‘Helplessness' and ‘Loneliness’ to form cages.

Using the unique Chinese characters for the words Hopelessness, Helplessness and Loneliness, we created ‘word cages’ using typography. Inside these cages, we placed the people who are most at risk in Hong Kong – school kids, business people and the elderly. This combination of their feelings, and the people at-risk, spoke directly to the Hong Kong market in a way they hadn’t experienced before.

The campaign launched in March, and there has already been an increase in calls to the Samaritans year on year. However, more importantly, it also got people talking about a subject matter which is usually taboo in Hong Kong – bringing it to light and de-stigmatising their feelings of depression and hopelessness, and further encouraging them to engage with Samaritans and share the message with friends and loved ones. It also reached them in Clinics and Community Centres, where they could instantly make contact with Samaritans with no stigma or personal expense