Agency: MullenLowe London
Award: Wood Pencil / Crafts for Advertising / Photography for Advertising / 2016
As part of Samaritans’ work to provide support to people when they are most in need, the charity works closely with the UK train industry to reduce suicides on the country’s railways. But they were aware that often their pleas were falling on deaf ears. In need of creative revitalisation, they asked a number of agencies to pitch for the work.
For MullenLowe London it was an opportunity to show their ability to deliver creative prowess, backed up with rigorous research. Head of Account Management Kirsteen Scoble explains their position, “When Samaritans came to us they had the challenge that people think of them as the last port of call, but their service is for anybody at any time of need.”
Samaritans had identified they were hearing from people when they were already at crisis point. MullenLowe’s Head of Strategy Anna Vogt spent time understanding the client’s needs. “Samaritans realised the best way they can prevent suicide is getting to people much much earlier. They want to get to the point of initial distress, rather than getting the last desperate phone call.”
Clearly this early stage research paid of, as the client was impressed with MullenLowe’s approach. Paul McDonald, Samaritans’ Executive Director of Communications, Policy & Campaigns expands “We were particularly impressed by Mullen Lowe in their pitch. It was clear they “got” Samaritans and had put a lot of thinking into the strategic approach they proposed.”
With the pitch secured, it was up to MullenLowe to find a way of reaching people early on.