Abstract:

In the UK, 6,000 people take their own lives every year; 4,000 of them are men. Samaritans sought to develop an ad campaign aimed at reducing male suicide. The campaign was aimed at men in low income groups living in the most socially deprived areas of the UK. This paper showcases how powerful research can be in understanding a rarely researched part of the population and in turning that insight into compelling advertising.