Samaritans has appointed DLKW Lowe to deliver a new targeted rail suicide awareness campaign in collaboration with Network Rail.
The campaign will act as part of the cross-industry suicide prevention programme that is funded by Network Rail on behalf of the rail industry. It aims to reduce the number of railway suicides alongside improving support available by those affected by incidents.
Building on two previous campaigns from the Samaritans, ‘We’re in your corner’ and ‘Men on the ropes’, the charity is now looking to create a behavioural change campaign targeting high risk groups, such as middle-aged working class men.
Paul McDonald, Samaritans’ executive director of communications, commented: “As we begin to implement our new six year strategy, we are poised to push Samaritans’ brand forward and raise awareness of our vital services among high risk groups in particular.
“I am delighted to have DLKW Lowe on board to help us achieve this, by creating a dynamic campaign, which will capture people’s attention and, crucially, encourage help-seeking behaviour among those who need it most, no matter what they are struggling with.”
A key aim of the campaign will be to encourage vulnerable people to seek help when required and raise awareness about the service Samaritans provides.
Jamie Elliott, CEO of DLKW Lowe, added: “This is a fascinating, nuanced brief which we’re honoured to have been awarded. We can’t wait to work with Samaritans and the other programme partners to deliver a campaign which reaches those most urgently in need of support.”