Case Study
In the late 1990s, California was hit by a wave of suicides, and unlike the usual demographic of elderly or male suicide victims, this wave involved young single women. Whether it was just a string of copycat actions or an overall trend, the California Suicide & Crisis Hotline set out to arrest it by emphasising that suicide was not as attractive or romantic as the media was making out.

So I wrote and produced this series of print ads and bus stop posters showing highly stylised and glamourous models in their moments of death. We didn't want to do anything too shocking or graphically offsetting (hence the stylisd nature of the artwork), but simply wanted to communicate that there were options and help available. I'd like to think the campaign was a success, (in spite of criticism that we were glamourising suicide), as the trend abated.