In Seoul, the Mapo Bridge has become a common spot for suicide attempts (108 in the last five years) due to it’s easy pedestrian access. So Samsung Life Insurance and advertising agency Cheil Worldwide decided to turn it into a caring environment that interacts with pedestrians in the hope that less people will feel compelled to jump from it.
Ad Age reports that the ‘Bridge of Life’ features sensors on the guardrails that track people’s movements and light up with short messages as they pass by, aiming to dissuade anyone who has come to the bridge to attempt suicide by giving them hope for the future.
These positive words, comforting lyrics and funny jokes were created after consultations with psychologists and suicide prevention activists. The interactive bridge also includes an area with lots of happy images and a brass statue of two friends sitting on a bench, which is titled ‘Just Once Again.’