The Challenge
Every 90 minutes in the UK, someone dies by suicide. Samaritans set us the challenge of producing a powerful winter campaign with two aims. Firstly, to raise much-needed funds so that this amazing charity can continue listening to people in crisis. Secondly, to encourage the nation to break the silence about suicide – the last mental health ‘taboo’ – because talking can save lives.

The Solution
This campaign is the perfect example of our strategic and creative expertise working together to produce fantastic work. We worked closely with the client team to co-create the right strategy and propositional territory for their campaign, then honed our creative thinking down to develop a fully integrated campaign fully focussed on one central message: break the silence. By consistently projecting this message across print, DRTV and digital, we created a strong emotional connection with suicide prevention that inspired people to donate, and speak out.

The Results
At the time of writing, the campaign was still live, smashing targets weeks ahead of the forecast. And hopefully saving lives.