Skip to Content
Back to Press Releases 11 April 2018

Electric Ireland launch the annual Wake Up campaign

Celebrating 10 years of Darkness Into Light by Pieta House 

Today Electric Ireland launched Wake Up, the annual Darkness Into Light campaign inviting the Irish nation to wake up and walk with Pieta House on Saturday, May 12th to raise vital funds for suicide prevention, suicide bereavement and self-harm. 

As a proud partner of Pieta House’s annual Darkness Into Light event, now in its tenth year, Electric Ireland together with Pieta House has produced Wake Up! Let’s Be Kind,  an emotive video aimed at raising awareness that how we treat each other is a matter of life and death, while also helping to de-stigmatise suicide and self-harm in Ireland. Electric Ireland has teamed up with Musician and Mental Health Activist Niall Breslin, Academic, Writer and Mental Health Advocate Sinéad Burke, Sports Broadcaster Evanne Ní Chuilinn, Bi Polar Bear Wear founder and 2018 Darkness Into Light t-shirt designer Stephen Considine, Dublin GAA All Ireland Winner Nicole Owens and Fair City actor Eric Lalor to create a captivating video and campaign to highlight the issues of suicide and self-harm. 

Niall Dineen, Head of Commercial of Electric Ireland, said: “This is the sixth year that Electric Ireland has supported Pieta House with Darkness Into Light. This programme fits with our values as an organisation and our determination to continue to support the communities in which we live and operate in. We continue to be deeply moved by the number of staff and customers who actively participate in the sponsorship by getting up to walk at the crack of dawn and equally, the stories people share about their experiences. Sadly, suicide continues to be an issue for so many families in Ireland and we know the work that Pieta House do continues to be of vital importance in helping to create a brighter future for people in their hour of need”.

Niall Breslin said: “It’s never been more important to highlight the issue of suicide in Ireland and the message of kindness is especially important - I’m delighted to be supporting Pieta House and Darkness Into Light with Electric Ireland.” 

Brian Higgins, CEO of Pieta House, said: "Thanks to the generosity of all our participants and supporters, all of our services remain free, but the demand for them is ever-increasing. We all need to wake up to the stigmas that lead people to the point of self-harm or suicidal crisis and subsequently to the doors of Pieta House to seek help."
Darkness Into Light has become much more than a fundraiser; it is now a global movement which touches the hearts and minds of people throughout Ireland and around the world with over 180,000 participants taking part last year. Electric Ireland and Pieta House are encouraging people to Wake Up and Walk from Darkness Into Light at 4.15am on Saturday, May 12th.

All registrations must be completed online by Friday, May 4th to receive the new design, free Darkness Into Light t-shirt via post and secure a spot at a registered location. Visit to register to Wake Up and Walk with Pieta House to help create a brighter future for everyone. Early registration is vital as spaces fill up quickly, for the latest news and updates follow Pieta House on Twitter 

Electric Ireland was internationally recognised for excellence at the European Sponsorship Awards (ESA) this year for its sponsorship of Darkness into Light with Pieta House. Electric Ireland picked up two awards: CSR Partnership of the Year 2017 and the prestigious European Sponsorship of the Year 2017. The ESA Excellence Awards showcase the best in class campaigns across Europe and cover the entire spectrum of sponsorship disciplines. 


About Electric Ireland
Electric Ireland is the retail arm of ESB, supplying electricity, gas and energy services to the business and residential markets in the Republic of Ireland and Northern Ireland. Recognised as Ireland’s leading energy provider, customer service is the cornerstone of the Electric Ireland brand. Electric Ireland has high standards and is always innovating to offer competitive prices, as well as smart, innovative products for the connected home.

About Pieta House

Pieta House was founded in Lucan, Co Dublin, in 2006 and now has services and centers right across Ireland. Pieta offers free counselling to those suffering from suicidal ideation, those who have been bereaved by suicide and people who are engaging in self-harm. Staff are fully qualified and provide a professional one-to-one therapeutic service. Pieta House also operates the free 24-hour suicide helpline 1800 247 247. For more information, visit
Pieta House Key Facts 
●      Pieta House has supported over 36,000 clients since its inception
●      In 2017, Pieta House supported 7,117 clients
●      The Pieta House service is free, confidential and has an open referral mechanism
●      It costs approximately €1,000 for Pieta House to provide a client with a full suite of therapy
●      180,000 people took part in Darkness Into Light in 2017. The combined distance they walked could circle the world 22 times