The Samaritans embraces Mother to create railway suicide prevention campaign

The Samaritans embraces creative agency Mother

The Samaritans is set to run a suicide prevention campaign, supported by the rail industry. Delivering the creative is newly appointed Mother.

This awareness campaign will aim to build on the organisation's previous work committed to reducing the number of suicides that take place on railways. Furthermore, it will encourage people to seek help through the free helpline that the Samaritans facilitates.

Mother was appointed following a competitive pitch process that will result in the agency conducting initial research to target key audiences and stakeholder engagement. The resulting campaign will roll out across UK railways and other environments.

Clare Lemon, head of marketing and brand at Samaritans, commented: “Samaritans are always there to offer a non-judgemental listening service, we want to bring that message to more people who may need our help. Working with Mother on this important issue, we want to use their creative skills to encourage more people who need help to seek it.”

Ana Balarin, Partner at Mother added: “The challenge to encourage people to seek help, at the time they need it the most, is a humbling creative task – we’re hoping that our efforts alongside Samaritans, Network Rail and the wider rail industry can really make a difference.”

The campaign is expected to run early in 2019.

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