RAD Awards 2025. Work of the Year.
Read Time: 4 Mins
The Life Jacket is a suicide prevention initiative that we created in partnership with R;pple Suicide Prevention Charity. Tragically, in the UK alone, 17 people take their lives every day, with many more attempting suicide and living with suicidal ideation. No one is okay with this, but very few of us realise the difference we – as individuals, communities and employers – can make.
The Life Jacket seeks to change that by starting conversations in new, unexpected ways and through that give people the skills, knowledge and confidence they need to turn someone else’s life around. Through physical jackets, workshops, conferences, talks, video, music, our work has reached over 250,000 people to date, and helped save the lives of five people. For us, winning Creative Idea and then Work of the Year is not about the recognition, it’s about the awareness this has helped generate and the wider the influence our work can now have. Watch our educational song, The Long Goodbye, below.
Finally, although our work with Australian supermarket Coles Group didn’t win on the night, it was great to see it pick up a couple of shortlists in the Integrated Campaign and Single Use of Video categories. Tasked with recruiting hundreds of colleagues for their new Customer Fulfilment Centres, we created a campaign that span out of home, video, in-app games and radio. It’s always nice when you create something than can exist and connect with audiences across multiple touchpoints. Take a look at our tour of the fulfilment centre below.
