Marketing stunts can be a lot of things—funny, weird, innovative, maudlin, hectoring, and of course flat-out stupid. But once in a while, there's a fundamentally good heart at its core. Such is the case with this effort by McCann Erickson for Serbia's Suicide Prevention Office. Facing truly horrific yearly suicide averages, the SPO has projected a simple phrase—"You are not alone"—and its hotline number onto the water below Belgrade's tallest bridge. In fact, it can only be seen by looking down from the bridge. Heavy. Not only is it a grimly clever instance of targeted advertising, it's done with the right amount of minimalism and respect. I hope it works.