Havas Chicago has turned its lobby into a funeral home. The installation, 11 Minutes Funeral Home, was launched to mark National Suicide Prevention Week in the US. It aims to make people think, and talk, about mental health, to note the contrast between the challenges of discussing mental health and facing the awful consequences of not doing so. Every element of the installation, casket, hearse, floral arrangements and ominously ticking clock, is a symbolic reminder not to shy away from mental health conversations, however difficult.

In the US, someone dies by suicide every 11 minutes.

“Today’s message is crystal clear,” stated Will Russell, lead strategist at Havas Chicago. “Our primary objective is to illuminate the imperative of not shying away from these lifesaving discussions. It’s paramount to recognize signs, engage earnestly, and understand that these dialogues have a profound potential to change lives.”

Myra Nussbaum, president and chief creative officer of Havas Chicago, added, “Mental health conversations should emerge from the shadows. They need to be as commonplace as any other health discourse. Today’s initiative stands as a bold proclamation: Start the conversation, extend your support, and together, we can make a difference.”