Suicide ads projected under bridge jumpers

Marketing stunts can be a lot of things—funny, weird, innovative, maudlin, hectoring, and of course flat-out stupid. But once in a while, there's a fundamentally good heart at its core. Such is the case with this effort by McCann Erickson for Serbia's Suicide Prevention Office. Facing truly
horrific yearly suicide averages, the SPO has projected a simple
phrase—"You are not alone"—and its hotline number onto the water below
Belgrade's tallest bridge. In fact, it can only be seen by looking down from the bridge.