Samaritans

Samaritans needed a bold winter campaign to tackle the stigma surrounding the “S” word – suicide – and drive essential fundraising during a period of increased isolation and financial uncertainty. The goal was to create an emotional connection that would move the public to donate and encourage those in crisis to reach out. In collaboration with Campfire Agency, who devised the creative concept and marketing strategy, Skylark Media handled the full creative production.

The integrated campaign, titled #BreakTheSilence, featured:

• DRTV Advert: A hard-hitting TV ad titled ‘Silence is painful’ airing across ITV Digital and Sky Media.
• Short Form Video: A series of authentic films featuring callers and listening volunteers to showcase the power of being heard.
• Photography: Distinctive, high-impact imagery for digital, social, and direct mail assets

By using powerful storytelling and bold messaging, the campaign aims to raise nationwide awareness and vital funds. As Jo Haywood, MD of Skylark Media, noted, the focus was on using “emotional storytelling” and “authenticity” to encourage people to break their silence this winter.