Samaritans: finding 'Sams'

Challenge. To inspire people to become telephone or office volunteers for Samaritans.

Solution. Sam, the Samaritans volunteer – brought to life in a concept that communicated that anyone can be, with the right training, a ‘Sam’. The campaign was designed to put ‘Sam’ and ‘Samaritans’ on the tip of everyone’s tongue and give people the confidence to apply. With three different creative executions, the integrated campaign rolled out across billboards, train stations, the press and the airwaves.

Results. Superb – in the month following the campaign, telephone and online enquires about volunteering for Samaritans increased by over 100%.

Find out how we have helped Sightsavers and the RAF Benevolent Fund with donor acquisition.