PIETA
#suicide_prevention
#mental_health_support
#darknessintolight
53.3498° N, 6.2603° W
THE BRIEF
Darkness
into Light.
Pieta commissioned us to produce a national TV commercial and photographic series that would promote both the organisation’s year-round support services and their flagship event Darkness Into Light.
The work needed to bridge two emotional worlds: the intimate, often unseen reality of crisis support and the collective hope, solidarity and movement-building power of the event. The goal was to create storytelling capable of deep resonance while remaining true to the people at the heart of Pieta’s work.
Project Scope
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A TV commercial built around human connection, light, and the quiet strength behind suicide intervention
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A photographic series capturing Pieta’s frontline teams with dignity and emotional immediacy
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Visual storytelling for Darkness Into Light that evokes ritual, symbolism and community purpose
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Campaign-ready assets for fundraising, awareness and year-round engagement
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A digital gallery and image library structured for ongoing campaigns, partnerships and communications
Framework Building
Together, we produced:
• A communication system that links Pieta’s day-to-day impact with the communal power of Darkness Into Light
• A visual language capable of distilling vulnerability, courage and hope into a single coherent brand story
• An adaptable asset base that strengthens Pieta’s voice across campaigns, events and stakeholder engagement
Insight
People know the theme of suicide prevention, but they rarely see the human reality behind it. Empathy grows when audiences understand not just what Pieta does, but who does the work and why.
By making the client journey and the frontline experience visible, we strengthened the emotional connection and converted that connection into action, participation and support.
Impact
"NØVI's extraordinary creative team crafted a Pieta story with clarity and emotional weight. The film reached a large online and broadcast audience, helping drive record participation in Darkness Into Light and fundraising of over €6 million.
The photographic series captured the people behind the movement and became a core asset in a campaign that encouraged thousands to seek support and helped galvanise over 200,000 participants nationwide."
select work.
Organisations with impact at their core.
(GREECE, ITALY)
(GLOBAL)
(IRELAND)
(UK)
(CANADA)
(USA)
(IRELAND)
(ROMANIA, GREECE)
