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SAVE (Suicide Awareness Voices of Education) was one of the nation’s first organizations dedicated to the prevention of suicide. Over 25 years, the organization has become the leading suicide prevention organization dedicated to saving lives through public awareness and education, as well as caring for those impacted by suicide.

ABC produced a PSA targeting middle-aged men, a demographic reluctant to seek mental health help despite accounting for half of all suicides in the U.S. each year.

The spot premiered at Lambeau Field, the nearly 90,000-seat home of the NFL’s Green Bay Packers. Touched by the cause, the country/Americana band Blue Sky Riders, featuring pop icon Kenny Loggins and award-winning singer/songwriters Gary Burr and Georgia Middleman, agreed to appear in the announcement in order help SAVE and their mission. The band’s song “Little Victories” is also featured in the PSA.

ABC developed a multi-platform campaign that includes the video PSA and radio spots as well as outdoor, print and digital advertising.