Samaritans targets men through 'Down Not Out' content campaign with Arthur London and Trinity Mirror
Samaritans is targeting men who think the charity and its services are not for them with a real-time branded content campaign created by Arthur London.
Working closely with Trinity Mirror, the campaign uses subtly branded football, comedy and movie content to build the first phase of the campaign which does not carry the Samaritans logo but uses the line #DownNotOut within a Samaritans-branded template.
The content seeks to remind men that they can triumph over adversity and is part of the brand’s attempt to help men sees the Samaritans as relevant for them and not just people in crisis.
Events such as the World Cup will serve as the initial trigger for content with each item conceived, created and published in real-time and seeded out using the #DownNotOut hashtag via Mirror Football’s Twitter page. A supporting editorial feature on the best World Cup comebacks on the Mirror Sports website will also run.
In addition Trinity Mirror title UsVsTh3m has created content including a ‘Not so Super Mario’ game and a quiz based on the best movie comeback heroes which will be seeded across social channels during the two-month campaign run.
Chantel Scherer-Reid, acting director of communications, Samaritans, commented: “This is an innovative campaign for us, reaching men before they may need us in their own media eco-system. The campaign demonstrates Samaritans’ outlaw brand values and will give us valuable insight into how men perceive the Samaritans brand.”
Arthur London digital planner, Michelle Booth, added: “Samaritans has been very innovative and this is a new approach for the organisation. Partnering with Trinity Mirror has given us access to the audience and credibility to amplify the campaign, using the World Cup to allow us to create and test real-time branded content as part of our strategy.”
Content created by Arthur London will be hosted on the DownNotOut.tumblr.com blog alongside user-generated content with Network Rail supporting the initiative as part of its wider partnership with the Samaritans.
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