Heirlooms
VML UK
Client: Suicide & Co.
In the UK: 36,000 people are bereaved by suicide every year. 1 in 3 of them will have suicidal thoughts. 1 in 10 of them will attempt to take their own life. As the devastating statistics show, when you lose a loved one to suicide, you’re more at risk of dying by suicide. Yet this vulnerable group of people are overlooked – often leaving them to carry this complex and unique burden of loss and grief alone. Suicide&Co exists to break that cycle. And to support bereaved individuals and open the conversation around suicide-related grief through specialist counselling. The powerful film Heirlooms shines the spotlight on what happens after someone takes their own life, and the loved ones who carry it with them for the rest of theirs. To show them they’re not alone. To show them that support is available. And to break the cycle of suicide. According to the NHS, suicide is the biggest killer of men under the age of 50. That’s why we targeted a predominantly male audience, who may struggle to open up and find the help they need: football fans. After screening the film in UK cinemas, Premier League club West Ham United hosted the film across all digital channels – getting the UK to see suicide grief, and Suicide&Co, more clearly than ever before.