The Samaritans is launching a TV and print advertising campaign
developed by Ogilvy & Mather to coincide with the party season.
A 40-second TV commercial opens with a young girl on a swing,
accompanied by a voiceover saying: ’This is a girl.’ It then cuts to a
man at his desk at work as the voiceover continues: ’This is a man.’
Slowly, the man begins to cry, and the voiceover continues: ’Society
ridicules men who show emotion. Society should grow up.’ The ad ends
with the line: ’We’ll go through it with you.’
New press work features Christmas and millennium-related captions
including ’Do you think about leaving a party the moment you arrive?’
and ’If a friend isn’t out celebrating, it may be because they feel
they’ve nothing to celebrate’. The theme is also taken up in animated
ten-second spots.
A separate execution has been developed for poster sites. It simply says
’2000 MUCH?’ in large writing. Smaller print reveals the Samaritans’
logo and phone number. Two radio ads have been recorded using the voice
of Stephen Fry.
Richard Pinder, managing director of O&M, said: ’This is a fantastic
campaign which not only communicates to those who may need the support
of the Samaritans, but also to those around them who might be oblivious
to their friend’s or colleague’s situation.’
The TV campaign was written by Ian Heartfield and art directed by Matt
Doman. It was directed by Derek Coutts through BFCS. Media is through
MindShare.
