PIETA HOUSE
A Lifeline for Ireland
Pieta has been a cornerstone in addressing Ireland’s suicide and self-harm crisis since its founding in 2006. The organization provides free counseling and support to individuals and families affected by these issues, many of whom have nowhere else to turn. Suicide rates in Ireland remain high, particularly among young people and men, and Pieta’s work has been a critical response to the societal challenges that contribute to this crisis, including stigma, rural isolation, and economic pressures. Their flagship event, Darkness Into Light, has grown into a global movement, bringing communities together in solidarity and raising vital funds to sustain their mission.
My collaboration with Pieta centered on creating a TV commercial and a photographic series to promote the Darkness Into Light event. The goal was to capture the transformative power of the event and inspire communities to take part while highlighting Pieta’s life-saving services. The campaign aimed to be authentic, focusing on hope and resilience while ensuring the message resonated across Ireland. Every frame and scene was crafted to reflect the profound impact of Darkness Into Light as both a fundraiser and a symbol of moving from despair to hope.
The project brought me to Rush, a small coastal town north of Dublin. This tight-knit community became the heart of the campaign, as I worked with local residents who volunteered to appear in the commercial and photographic series. Their generosity and willingness to support Pieta’s cause were deeply moving. The stories and experiences they shared during the process added a genuine, personal dimension to the project. Their involvement exemplified the collective strength and solidarity that Darkness Into Light represents.
Given the sensitive nature of Pieta’s mission, it was essential to approach the project with respect and care. Rather than focus on individuals currently in crisis, we worked with members of the broader community who had experienced the ripple effects of suicide and self-harm. Many participants shared their personal connections to these issues, underscoring the devastating impact they have on families and communities. These stories brought a depth and humanity to the campaign that words alone could never convey.
The TV commercial aired to a national audience, reaching millions of viewers and amplifying Pieta’s message of hope and resilience. It played a key role in driving participation in Darkness Into Light and raising awareness of Pieta’s critical services. The emotional weight of the campaign culminated during a screening before 13,500 participants at Darkness Into Light in Phoenix Park, Dublin, creating a moment of collective reflection and resolve.
Through this collaboration, Pieta’s call for connection and support extended far beyond the event itself. The campaign not only raised funds but also helped foster a deeper understanding of suicide and self-harm as societal issues that require collective action. By engaging communities across Ireland, the project contributed to Pieta’s ongoing mission to provide hope and healing to those in need.
