'Talk Away The Dark' is a powerful pro-bono campaign by TBWA\Chiat\Day New York for the American Foundation for Suicide Prevention (AFSP) that launches this month as part of Mental Health Awareness Month. The year-long campaign marks the first PSA platform for AFSP and aims to prompt direct conversations about suicide in order to save lives.

Targeting a wide audience of 26-70 year-olds, AFSP strives to show the life-saving impact of simple, direct dialogue about suicide and show people how to initiate those conversations, when they are more important than ever. 

The campaign includes a moving and powerful hero film of a daughter having brave conversations with her father after recognising a series of common warning signs of suicidal ideation. She persistently tries to engage with him as he is visually pulled further into darkness. The PSA ends with the daughter asking her father directly about suicide and ultimately bringing him back from the shadows and into the light. Its message is clear: we can’t begin to address suicide if we don’t take the first step and start the conversation.