A new press campaign for Unison featuring a wrist that has been slit because of government cut-backs has been condemned by The Samaritans for potentially inspiring 'copy-cat behaviour'.
Delaney Lund Knox Warren has created the campaign, which is a far cry from its predecessor that featured a cuddly bear being asked to 'get out the way' by an army of ants. That commercial was developed by BMP DDB.
One execution shows an arm with a slit wrist and the slogan: 'Public spending cuts.' It will appear in the national press this week.
A Samaritans spokeswoman said: 'This kind of imagery can be unhelpful to anyone experiencing suicidal feelings. The Samaritans advise people against using any kind of imagery that can lead to copy-cat behaviour in terms of suicide.'