CAMPAIGN NAME

Finding Samaritans amongst the keenest of listeners

CATEGORY

Best of Europe: Media Strategy & Idea

CLIENT

Dublin Samaritans

LEAD AGENCY

Droga5

CAMPAIGN DESCRIPTION

In Ireland, suicide remains a critical issue, with more than three times as many lives lost each year compared to road deaths. Samaritans is the country’s only 24/7 emotional support helpline, but in 2024 rising call volumes and increasing volunteer churn put this vital service at risk.

At the same time, the organisation faced a highly competitive charity landscape, with thousands of non-profits competing for public attention and empathy. Recruiting new volunteers was particularly challenging, as many people perceived the role as too emotionally demanding, often responding: “I could never do that.”

With a minimal media budget of just €2,500, the challenge was to find a breakthrough approach that could shift this perception and make volunteering feel accessible and achievable.

The campaign needed to reframe volunteering not as a daunting commitment, but as a natural step for people already inclined to listen and support others, unlocking a new pool of potential volunteers and helping sustain Samaritans’ essential service.

THE CHALLENGE

It wasn’t a good time to recruit volunteers. Campaign impact is always challenging for charities. In Ireland, over 10,000 registered charities—and many more non-profits—are constantly appealing to people’s empathy.

In 2024, this was even harder, as people had limited mental bandwidth.

They also faced strong constraints and a very limited budget.

With just €2,500 in media spend, the campaign needed to be highly focused. They couldn’t simply highlight urgency, as this risked being seen by potential callers and making them feel like a burden.

To help Dublin Samaritans maintain its 24/7 service, they needed a highly relevant and sensitive way to identify and recruit people who were naturally inclined to listen and support others.

STRATEGIC APPROACH AND EXECUTION

The strategy focused on identifying people already inclined to listen and reaching them in natural, intimate environments. Instead of traditional advertising, the campaign created bespoke, native media moments within long-form listening contexts.

Through a partnership with Headstuff Podcast Network, hosts delivered subtle, fourth-wall-breaking messages around the 26th minute—directly addressing engaged listeners and highlighting their potential to become Samaritans.

This approach ensured relevance and impact, reaching audiences already committed to attentive listening.

The idea was extended through a live storytelling event with Seanchoíche, where the theme of listening was brought to life through real stories from volunteers and callers, creating an emotional and participatory experience.

Supported by social amplification and a clear call to action, the campaign combined media and creativity to deliver a highly targeted, efficient recruitment approach despite a minimal budget.