That's an odd scarf you're making, Grandma

"Over 50% of all suicides are committed by senior citizens" says this ad by Shimoni Finkelstein Draftfcb for Israeli charity organization Adam LeAdam. The visual almost overwhelms. Still, it's impossible not to take notice and probe what the message is about. Suicide scenarios have been used in various non-PSA initiatives by GM, Volkswagen and others in recent years. They're almost always derided as misguided and mean-spirited. When suicide is the actual theme, however, such visuals carry immense power.