Winner
Small Talk Saves Lives
Summary of work
In November, Pegasus created a new suicide prevention campaign for Samaritans working in partnership with Network Rail, British Transport Police and the wider rail industry – #SmallTalkSavesLives.
At the heart of the campaign is a compelling piece of social content, a social media film designed to engage and be shared such that the subsequent noise captured the mainstream media’s attention.
In just two months, the campaign had achieved 315 items of media coverage creating 117 million opportunities to see the campaign. The campaign achieved blanket national newspaper coverage, and online coverage was supported by extension broadcast segments on the likes of BBC Breakfast and Sky News. 19% of people who saw the campaign remembered seeing it on television, whilst 18% read about it in an article and 10% heard about it on the radio.
A total of 16.2 million people have been reached via Samaritans, Network Rail and British Transport Police social media channels alone and the film has been shared over 65,000 times across Facebook and Twitter. It has sparked 300,000 comments and reactions online and increased social traffic to the Samaritans website by 406%.
Judges’ comments
This multi-faceted, well-thought out campaign was really clever and it’s completely obvious that the Samaritans and Pegasus went above and beyond in every way. The team’s sensitive approach along with fantastic insights and prolific experts really made this campaign impressive. The judges truly loved this entry.
