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.

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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

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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