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 any one can be, with the right training, a ‘Sam’. The campaign was designed to put ‘Sam’ and ‘Samaritans’ on the tip of everyone’s tongue, counting on memorability to drive response. With three different creative executions, the fully 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%.

Check out some of our other recruitment work.