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In Ireland, a life is lost to suicide every day of the year, so calling the Samaritans’ 24-hour emotional distress helpline can be vital.

The average length of a call lasts 26 minutes, so to help recruit new Samaritans volunteers, we created The 26th Minute: a series of media moments deployed across myriad audio platforms (e.g., podcasts, live soccer commentaries, rock gigs and storytelling events), speaking directly to anyone who was still engaged and listening after 26 minutes.

Wherever we could find them, we told these good listeners that they had what it takes, and asked them to help.