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.
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 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
To date, there have been over 23 million impressions across programmatic, radio, out of home, Spotify and social.
impressions across programmatic, radio, OOH and spotify
We worked directly with the client's preferred media agency to traffic all the campaign deliverables.