Samsung is tackling the problem of suicidal behavior in South Korea with the new initiative, developed by the Cheil Worldwide agency.

The country has the highest suicide rate among the 34 OECD members, including Greece, Italy, the UK, the USA, Denmark, Israel, Australian, France and more, and it’s high time to find a solution to this life related issue. With the new “Bridge of Life” project, Samsung Life Insurance, which is a subsidiary of the Samsung Group, targets those who stepped onto Mapo Bridge—one of the most popular spots for suicide attempts (over the past five years, 108 people have chosen it as a place to commit a suicide).