O&M launches Samaritans work

Ogilvy & Mather has launched a campaign for the Samaritans focusing

on people in rural communities who have been affected by the

foot-and-mouth crisis.

The hard-hitting TV ads, which launch this week, depict the traumatic

emotional impact of foot-and-mouth disease. The national campaign will

also incorporate four press executions.

Heart-wrenching news clips have been woven together to highlight the

isolation of those hit by the crisis in farming, tourism and the small

business sector as part of the charity's Emergency Rural Stress


The campaign was launched on 11 April to urge those coping with the

horror of the outbreak not to bottle up their feelings but to seek


Simon Armson, chief executive of the Samaritans, said: 'In a very

compelling way this film shows the huge pressure that people are under.

We can provide a light at the end of the tunnel for those enduring

enormous emotional distress as a result of the rural crisis and who may

be worried about loss of livelihood.'

Steve Dunn, executive creative director of O&M, said: 'It is vital that

we display true empathy with the emotional distress and despair that

people faced by this crisis are experiencing.'

The TV ads were directed by Dunn, written by Ian Heartfield and art

directed by Matt Doman. The production company is SVC. The press

executions were written by Lawrence Seftel and art directed by Gary

Anderson. MindShare will handle media planning and buying.

In August 1999 the Samaritans launched a campaign to target young


Until then, ads had been aimed at social groups such as young mothers or

the elderly.

Christmas 2000 saw O&M unveil a campaign targeted at young men, aiming

to combat the perennial problem of how to get them to express their

feelings instead of locking them away inside.

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