Samaritans awareness campaign


The Samaritans is a charity aimed at providing emotional support to anyone in emotional distress or at risk of suicide throughout the UK and Ireland. They were looking for a new campaign, specifically targetting middle aged men who find it notoriously difficult to discuss their emotional problems. 


A tricky subject to talk about and an equally tricky subject to address delicately through the media. Approaching the problem with a degree of humour seemed to have cut through. Creating spoof ads that claimed to be able to solve any problem, give the customers instant happiness and provide a 100% life fix. Then over printing these ads with a dose of reality. These problems aren't fixable overnight, but a call to the Samaritans might just be a good start.


A second solution to the brief illustrated through large striking photographs just how close to breaking point people might be, and showed that The Samaritans understood where they were coming from and could help.