Darkness Into Light Sunrise Appeal

Tomorrow, Saturday May 9th, is Pieta’s largest annual fundraiser, Darkness Into Light.

Scheduled to take place across five continents, with over 250,000 people coming together to fight against suicide and self-harm - the charity has had to pivot for a nation in isolation. Despite the challenges in doing this, 2020's event (tomorrow morning, Saturday 9th May) is expected to be huge; with active participation by families and communities right across Ireland - albeit in a very different way this year.

Here at Thinkhouse, we’re all setting our alarms at the crack of dawn to be part of the Sunrise Appeal - waking up in time to enjoy the sunrise which takes place at 5:30am - mark the moment and join the fight against suicide and self-harm by donating at

Having worked with Pieta and Electric Ireland on Darkness Into Light for five years running, we wanted to do everything possible to make sure that 2020’s events didn’t harm the fundraising capabilities of Pieta, even if the walk was brought to a literal standstill.

To get the nation all set for the sunrise start, we were delighted that the The Late Late Show agreed to come on board. Tonight’s show is helping to ensure that Pieta generates the attention and funds it needs to carry out its life-saving work. On the show, CEO of Pieta, Elaine Austin is complemented by a star-studded line-up of guests including; Pierce Brosnan, U2’s Adam Clayton, Mary McAleese (who will talk about her support for Darkness Into Light) and the star of Electric Ireland’s ad ‘We’re Brighter Together’, astronaut Chris Hadfield.

We've been privileged to work alongside all of the teams at Electric Ireland, Pieta, Rothco, Zoo and Spark Foundry to bring 2020 to life, at speed and under the most challenging Covid19 circumstances - the result represents everyone's passion for such an important charity and message.


Pieta needs support more than ever before. Darkness Into Light is the main annual source of funding for Pieta. Just €20 can fund two life-saving calls to those who are in crisis. Please donate now and stand together with all those impacted by suicide at sun rise tomorrow. From their doorsteps, their bedroom, their garden or balcony, Pieta invites people to capture the moment, and spread Pieta’s message of hope by sharing their sunrise moment using the #DIL2020.

Sign up: at

See you at sunrise!

See also

Will our industry become part of the crisis, or part of the solution?
Will our industry become part of the crisis, or part of the solution?

This article, written by Jane McDaid, Founder of THINKHOUSE, was published in the 2019 Agency Edition of IMJ (Irish Marketing Journal)