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The challenge

We all have the experience needed to help save a life. Small interventions can disrupt suicidal thoughts, but most people don’t realise this and don’t intervene. The Samaritans, with a wide range of partners including Network Rail, wanted to create a national campaign that made people aware of this.  

The behaviour-change campaign needed to persuade people to trust their instincts to start a conversation with someone on the railway if they felt something wasn’t quite right and that person needed help.

The challenge
The challenge
The challenge

The solution

As part of this national campaign, Eleven delivered concept development, copywriting, creative testing, motion and digital asset creation. We created over 50 different assets for digital and print, including social media assets in Welsh and English, as well as bilingual versions. This meant that the creative needed to be adaptable to varying lengths of copy, as well as being suitable for including bilingual layouts. The campaign involved a lot of client stakeholders and suppliers, and so we created and managed a robust project delivery schedule with regular stakeholder catch-ups. 

We tested audience feedback before and during the campaign, including emotional responses to the creative, to understand whether the campaign messages were being received. We also worked with a specialist research agency to conduct more robust research into the performance of the different creatives, their impact on attitudes and actions, their effect on brand reputation and how the individual executions could be optimised. For example, from a suite of campaign engagement messages, this research revealed the messages that the audiences engage with the most.


We tested audience feedback on the creative concept before and during the campaign

We tested audience feedback on the creative concept before and during the campaign


We worked with a specialist research agency to test the performance of the creative

We worked with a specialist research agency to test the performance of the creative


We created over 50 different assets for digital and print, including assets in both Welsh and English

We created over 50 different assets for digital and print, including assets in both Welsh and English



The impact

Prior to running this campaign, the audience research (led by Savanta) indicated that only 42% of commuters felt confident about how to act when seeing someone in distress. As a result of seeing our creative, 85% of respondents felt more confident in knowing how to make an intervention.

In a public perception tracker, commissioned by Network Rail’s Research and Insights team following the rollout of the campaign, 20% of all passengers were aware of the Small Talk Saves Lives campaign, up 6% on the average score calculated for passenger campaign recognition which was just 14%.

Our KPI in terms of measuring the reach of the campaign was impressions. As a result of the diverse channel strategy that we developed with Universal McCann, the campaign delivered over 23 million impressions, exceeding the originally forecast number of booked impressions by 15%. A total of 144 pieces of news coverage were achieved, with a combined circulation of 28.5 million.

The outcome of the behaviour change campaign we delivered was that more people knew how to make small talk to save a life, meaning many more lives can be saved around the railway.


23m

impressions across programmatic, radio, OOH and spotify


144

pieces of news coverage


85%

of respondents felt confident in knowing how to act


Eleven was a dream to work with! They provided guidance and a range of suggestions to ensure that we were making the most efficient use of the budget. The creative concept they produced was engaging, simple and had an adaptable design, along with powerful messaging to encourage audiences to take action.
CAMPAIGN MANAGER
SAMARITANS

+1

We worked directly with the client's preferred media agency to traffic all the campaign deliverables. 

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