Samaritans opt for ’positive’ approach in O&M poster drive

Ogilvy & Mather launches a colourful poster campaign for the Samaritans this week designed to make the crisis charity more approachable.

Ogilvy & Mather launches a colourful poster campaign for the

Samaritans this week designed to make the crisis charity more

approachable.



The campaign comprises numerous bold typographical executions. One

poster shows a two-tone orange and white page with the words ’a problem

shared’ chopped in half. Another arranges the letters that make up the

word ’down?’ into the shape of a miserable-looking face. A third uses

the phrase ’way out’ in black letters on a stark white background. Other

headlines include ’need a line?’, ’24 hour emergency service’ and ’bad

trip’.



A number of special sites include a crumpled poster slumped in the frame

saying ’need support?’ and a poster far too big for its frame emblazoned

with the line: ’Don’t fit in?’



The campaign was devised by the art director, Marcus Vinton, and the

copywriter, Alun Howell. Other executions were created by four members

of their group - the art directing and copywriting teams, Matt Doman and

Ian Heartfield, and Karl Sanderson and Daniel Headey.



Vinton said: ’We wanted to use a bit of humour to perk people up rather

than constant doom and gloom. We are trying to make it a bit more

positive.’



The campaign, which appears in the run-up to Christmas, will run on

national Adshel sites. Support is provided by a small-space press ads in

national and trade titles.