INSPIRATION // CREATIVE CAMPAIGNS
Agency: MullenLowe London Client: Samaritans MullenLowe – We Listen to Campaign for Samaritans
The award-winning We Listen to a campaign designed by MullenLowe for Samaritans, a UK charity that supports people suffering from anxiety, depression and suicidal thoughts. It was displayed prominently on the UK rail network, where many suicides take place.
The campaign used striking photographic portraits by Nadav Kander, shot from behind to convey both anonymity and familiarity. The coloured copy reveals hidden messages behind the claims to be fine, encouraging people to get in touch before they’re unable to cope.
I like how the designer has conducted rigorous research based on target audience before beginning with an idea. He conducted research and was listening to people who were suffering from mental disorders. Samaritan's goal was that they wanted to get to the point of initial distress, rather than getting the last desperate phone call.
I prefer how the ad poster involves crafted statements based on some of the most common causes of distress. The designer deliberately highlighted words in the statements with the colour orange, that despite seeming fine, people still needed to be heard. I like the idea of not having the individual face the camera. The poster draws the reader in because the person is not looking out at the audience. Powerful imagery has been used in this poster, for example, because people can’t actually see the face it’s easier for people to pitch themselves into that situation and this sort of portrait photography is something I would want to convey in my campaign as well.
