South Korea is recorded the highest suicide rate in the OECD nations. And sadly, it is a common topic among Koreans that Korea’s suicidal rate ranks highest. Suicides are especially frequent near the bridges over the Han River in Seoul and the average death per day was around 45. Samsung Life Insurance came up with an idea of “Bridge of Life” campaign. This was a CSR (Corporate Social Responsibility) campagin in partnership with Seoul City that tires to prevent future suicides. Their ultimate goals were to “create a campaign that stops suicide from emotional level [as oppose to technical ways such as installing more CCTV, making bridges less accessible to pedestrians]”.

They installed sensors on the guardrails, so that when people walk by, lights are turned on according to their movements. Along with that the lighted rails appears short messages like funny jokes and other phrases that would speak to the anxious minds of those attempting to end their lives.

[Photo1] SOS Phone Booth with buttons that call 911

[Photo2] An Art installation at the end of the bridge

As a result, the rate of suicide has actually gone down and not only that, but also the bridge has turned itself into a healing place as well as tourist attraction. So by doing this, Samsung Life Insurance indeed earned a great positive brand image and continuously remains as the most well-recognized and mostly well-known insurance company in Korea. (The video is attached. If you have not seen it before, I recommend you to see!)

References:

http://www.samsungvillage.com/blog/2013/06/bridge-of-life-reminds-you-of-the-good-of-life.html