Samaritans Appoints DLKW Lowe to Take On New Creative Brief

Leading charity Samaritans is delighted to announce the appointment of DLKW Lowe to fulfil its new creative brief.

Following a three way pitch, DLKW Lowe will deliver a new targeted awareness raising campaign for Samaritans as part of the award-winning cross-industry suicide prevention programme, funded by Network Rail on behalf of the rail industry, which aims to reduce the number of railway suicides and improve support available to those affected by them.    -

Building on the success of two previous campaigns, ‘We’re in your corner’ and ‘Men on the ropes’, Samaritans is now looking to create an effective and innovative behavioural change campaign, targeting high risk groups, including middle-aged working class men.

The aim is to encourage vulnerable people to seek help whenever they are struggling to cope and raise awareness of Samaritans’ service. 

Paul McDonald, Samaritans’ Executive Director of Communications, said: “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.”

Samaritans’ Campaign Manager, Samantha Mills said, “Right from the word go, DLKW Lowe instinctively ‘got’ what we are trying to achieve from this campaign.  We were impressed with their attention to detail and audience insight which clearly influenced what was a very strong pitch.”

Jamie Elliott, the CEO of DLKW Lowe, said: ‘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.”

Kate Snowden, head of media campaigns at Network Rail said: “We’re committed to reducing the number of suicides on the railway and the trauma that they cause not only to the families involved but to railway staff and passengers who are affected. We’re looking forward to a fresh and innovative campaign that will increase awareness of this important issue.”

It is anticipated that during the course of the contract there will be other strands of awareness raising communications that DLKW Lowe will be asked to deliver on behalf of Samaritans.