don’t be afraid to ask for help. or laugh.

Thousands of people call the Samaritans every year to get help. Many just want someone they can talk to. Too many more are seemingly afraid to pick up the phone. A lot of those are young men.  They see it as an admission that they can’t cope. It’s a bit daft really and we needed to help them see that. We needed to make them think it wasn’t such a drastic step after all. The Samaritans advertising at the time didn’t help – all scary and charity-esque. We needed to puncture that. So we came up with a fun campaign that showed the ridiculousness of people who really needed help but couldn’t bring themselves to ask for it.

Role: Writer