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.
Agency: Arthur London