Christmas Campaign: Giving the gift of listening

Development of the visual identity and concept for Samaritans’ Christmas campaign and the creation of a target-beating cash DM appeal for standard and high value audiences.

The Story

We worked with Samaritans to create a new overarching identity for Christmas 2017, providing a set of campaign guidelines that could be used by anyone across Samaritans to develop their own Christmas collateral within the integrated campaign.

We also developed two direct mail appeals – a main appeal and reminder – for both standard value and high value audiences, featuring the stories of people who had reached out to Samaritans for help and the volunteers who’d answered their calls. These incorporated a core element that had worked previously – listening vouchers for a friend or loved one.

We beat our targets for the appeal and are proud to have helped Samaritans give the gift of listening this year.