For several years, l’Association québécoise de prévention du suicide (AQPS) has been communicating around a clear theme: talking about suicide saves lives. The organization chose to collaborate with Kabane to find a creative way to bring its mission to life.

In an effort to prove that few people remain indifferent to someone seeking help, we ran an experiment on the web. In fact, we launched a call for help on YouTube, betting on the fact that the majority of people exposed would choose to watch it in full (without clicking the famous “Skip” button).


people reached by video, in just one week
+ 250 k
+ 20 k