Samaritans is launching an ambitious fundraising campaign to get people talking about the ‘S’ word. The charity’s winter campaign, which runs from November through to January, includes a TV ad created by Skylark Media and Campfire Agency.
#BreaktheSilence is a fundraising campaign where Samaritans is calling on supporters to donate and share their support with others via their social platforms. The campaign includes a series of short videos featuring callers. Along with listening volunteers and a television advert to run in unison with the campaign. Skylark was appointed to handle creative production which included all live action content and photography for the integrated campaign. Campfire Agency devised the creative concept and handled all marketing activity.
Quotes from key role players
Skylark Media MD Jo Haywood says, ‘Talking about mental health and supporting each other is important within the Skylark team. We hope that the impact of the emotional storytelling in the TV ad, ‘Silence is painful’ and the authenticity of the callers and listeners in our short video series will encourage people who feel isolated to break the silence and reach out to the Samaritans this winter.’
Paul Power, Creative Director at Campfire Agency adds, ‘I know that all of us at Campfire Agency are proud to be working with Samaritans on their Break the Silence campaign – because silence really does cost lives. When you think that someone in the UK dies by suicide every 90 minutes, it brings it home how it important this winter campaign is.
With the cost of living crisis, it’s going to be a tough few months for so many people, so there couldn’t be a better time to launch these powerful communications, from DRTV and direct mail to digital and social.
With distinctive photography, powerful stories and hard-hitting messaging about suicide, we believe this integrated fundraising campaign will create an emotional connection with millions of people across the UK.
If it encourages one person who’s reaching crisis point, to start talking about suicide, then all the hard work will have been worth it. If we can raise nationwide awareness and essential funds for Samaritans on top of that, then we know the Break the Silence campaign has been the success we all hope for.’
Samaritans Executive Director of Income, Sonya Trivedy says, ‘The #BreakingtheSilence campaign is an opportunity to drive the conversation in these times of continued uncertainty, with issues such as loneliness, isolation and the cost of living crisis, meaning it could be a challenging winter for many people. Hopefully this campaign will reassure people that Samaritans volunteers are here for people to talk to when they are ready to break their silence. Mental health, wellbeing and suicide are things that affect every one of us. With ‘BreaktheSilence we want this bolder messaging ot encourage people to sit up. To take notice and be moved to take action so that we can work towards our vision that fewer people die by suicide.’
‘Silence is painful’ airs from 9th November on ITV Digital, Sky Media amongst other channels. The campaign runs until January 6th. For more information visit www.samaritans.org.
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Nina Postans
Nina is Managing Director at Skylark Media. With a background in advertising and publishing, Nina has an interest in consumer and technological trends. She has written for Marketing Week, Fashion Monitor, Advertising Week and Creative Review.