Everyday, at least 1 person will die due to suicide and teenagers have a higher tendency due to stress. The Samaritans of Singapore (SOS) needed to reach out to them better and at a more personal level as a friend offering a helping hand rather than a public service help line. The "doodle" approach for the site was inspired by the fact that we are all familiar with it and even kids express themselves better through drawings. The entire site content was written from the point of SAM, short for Samaritans, for a friendlier and more charming tone.