Samaritans encourages men to talk about issues with #DownNotOut campaign

Pop culture images from 'Rocky II' and 'Iron Man' are being used to convince men that they can be '#DownNotOut' and triumph over adversity, in a humorous digital campaign from charity the Samaritans.

  • ,

    ,

  • ,

    ,

of

The real-time, branded content campaign is aimed at men who think that the charity is not for them. Accordingly, its first phase does not carry the Samaritans logo, just the hashtag #DownNotOut.

One execution uses an in-police-custody mugshot of actor Robert Downey Jr, accompanied by the copy "First I was all like get your hands off me". This is followed by an image of 'Iron Man' and the words "But then I was like... dan dan daah", referencing Downey Jr's return-from-the-brink movie role.

Samaritans is working with Trinity Mirror on the campaign, which uses subtly-branded football, comedy and movie content based on the notion of 'DownNotOut'. It is designed to highlight to men that Samaritans is not there just for people in a crisis, but offers a listening service to anyone who needs to talk to someone for support.

The media owner is promoting the campaign content via its Mirror Football’s Twitter page, supported by a Mirror Sports feature on the best World Cup comebacks.

Client: Samaritans

Agency: Arthur London

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Just published

More