An interactive ad for Samaritans encourages people to volunteer with faked calls to a stunt phone booth.

Confidential emotional support group Samaritans receive about a million calls a year and one out of five calls are suicide calls. To encourage people to volunteer, a team from the Central Saint Martins School in London created an interactive ad for the organization.

The ad was placed near a telephone booth in a busy subway station. The ad featured a woman who is about to commit suicide making a phone call. The public phone next to the ad rings in real life. If no one picks up the phone, the woman commits suicide. However, if someone answers the phone, the woman is “saved.”

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