Samsung’s Bridge of Life, winner of the Public Relations Grand Clio at the 2013 Clio Awards, involved the transformation of the Mapo Bridge across the Han River to discourage suicide attempts. Close to Seoul’s financial district, the bridge has become known for attempted suicides. The interactive bridge now has sensors on the guardrails that light up when people walk by, offering up messages of comfort (“The Best is Yet to Come,” or “Tomorrow’s sun will rise”), kind words and even jokes, crafted in consultation with psychologists. The city of Seoul is now working with Samsung to transform Hangang Bridge into another Bridge of Life.
