Ogilvy & Mather has launched a campaign for the Samaritans focusing
on people in rural communities who have been affected by the
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
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.