Nearly half of people with depression appear happy – The Independent, 2019

In the last decade, the 15 to 19 age group has seen an increase of 68% in actual numbers of suicides. One of the biggest problems is emotional suppression. Suicidal people often put on a brave face when others are around which means urgent lifesaving conversations are not happening.

TBWA\MCR, in partnership with Ocean, have created a ‘living’ poster that aims to show the struggles that are often hidden by suicidal people when in company.

The DOOH campaign uses Ocean’s proprietary LookOut facial detection technology to create a powerfully simple poster that changes when people are looking. It starts with a young girl who is clearly sad and depressed, but when looked at, she will start to act happy, masking her true feelings.

Ged Flynn, chief executive of the national charity PAPYRUS Prevention of Young Suicide, said: “Children and young people face unprecedented pressures as they struggle to make their way in life. Relentless social pressure, added to the fact that they are living in such turbulent and uncertain times, is causing many of them to struggle with life. Some begin to give up hope. Our children and young people need to know they are not alone and that professional help and support is available.”

Gary Fawcett, executive creative director of TBWA\MCR, said: “Suicide is the biggest killer of under 35s in the UK, so this campaign is vital in spreading awareness of PAPYRUS who can help those most in need. We also hope to shine a light on emotional suppression, encouraging family and friends to check in with their loved ones.”

The campaign goes live on Ocean’s Victoria Approach Loop screen in Manchester on April 7.For practical, confidential suicide prevention help and advice, contact PAPYRUS HOPELINEUK on 0800 068 4141, text 07860 039967 or email