Campaign Media Awards 2020: Public Sector & Charities

Campaign Media Awards 2020: Public Sector & Charities

Goodstuff for Samaritans

Awareness around male mental health is higher than ever, but suicide remains the biggest killer of UK men under 50. Goodstuff leveraged insight into the way suicide is reported by media outlets, which can actually exacerbate problems of those suffering suicidal thoughts.

So, the media agency hijacked the one thing men talk about emotionally for Samaritans: sport. By training talkSPORT presenters and pundits on how to discuss this difficult and sensitive topic in a positive and helpful way, the campaign got men to ‘Talk to talkSPORT’. This facilitated and normalised mental health conversation among men. To hear relatable sporting greats tell hope-filled recovery stories which directed sufferers to support content, prompted action and, ultimately helped to save lives. Powerful, authentic interviews with sporting heroes like Leon Mckenzie, Nigel Owens and Dean Ashton were designed to inspire vulnerable men to speak out about their mental health with the same candour and emotion they do sport. The message was that if they could call talkSPORT to rage about VAR, they could call Samaritans, to talk about themselves.

With 94% of male sufferers finding helplines helpful, but only 1% choosing to call one, Goodstuff needed to increase awareness of Samaritans. More crucially, we needed to encourage help-seeking behaviour, among those in need. By sporting greats telling their real stories of triggers, breakthroughs and overcoming struggles, Goodstuff opened this tough topic to listeners. The judges said: “Amazing execution going the extra mile by training presenters.”

Channel 4 for Disability Works
Engine for Born Free Foundation
MediaCom for Time to Change
MediaCom for Save the Children
Mediahub for NHS and Mumsnet
Mediahub for NHS and UCAS