While most of us certainly like to think we’re good listeners, we often keep quiet about our own problems according to recent statistics released by the Samaritans show. The stats reveal that nearly two-thirds of UK citizens believe they’re good listeners, but less than a quarter actually feel they can talk to someone when something’s on their mind. The figures underline the “We Listen” campaign from the Samaritans and MullenLowe London, which is the first campaign from the agency since it won the charity’s business back in July 2015.
“This is an incredibly important campaign about the Samaritans’ quiet power of simply being there to listen to someone”
Funded by Network Rail on behalf of the rail industry, the campaign's message is that when you're struggling to cope, as many of us often are, it's hard to talk about your problems and easier to hide your feelings. But when someone listens, like the trained Samaritans volunteers, you’re more likely to open up and start working through your problems. The campaign is the start of a repositioning of the Samaritans as expert listeners. The aim of the campaign is to encourage people to contact the Samaritans before they feel suicidal, as soon as they start to feel they are struggling to cope.
Nadav Kander
“We Listen” has already started taking over railway stations across England, Scotland and Wales with some stunning OOH work that features a series of unique and anonymous portraits of people facing away from camera, shot by world famous portrait photographer Nadav Kander, who has shot countless famous faces for publications such as The New Yorker Magazine, Rolling Stone, Time Magazine, the Telegraph and the Guardian. Each execution contains hidden messages where people claiming to be fine reveal that they’re actually not OK at all, which is the general issue the campaign is attempting to bring to light. The message from Samaritans is; “We don’t just hear you, we listen,” and it aims to reassure potential callers that dedicated listeners are always there to support them with whatever they might be going through, however supposedly insignificant it might seem on the surface.
“Simply being listened to can help you put into words what’s really going on in your life and help you find a way through”
Richard Denney, ECD at MullenLowe London, said: “This is an incredibly important campaign about the Samaritans’ quiet power of simply being there to listen to someone. We worked with photographer Nadav Kander who has an extraordinary ability to bring character to a series of beautiful, yet faceless portraits.” Samaritans CEO Ruth Sutherland, added: “Life’s pressures can build, without you even realising. It’s all too easy to turn away, ignore how you’re feeling, and put on a brave face. But you don’t have to do that with Samaritans. Samaritans volunteers make time for you and really listen to you, because simply being listened to can help you put into words what’s really going on in your life and help you find a way through.”
The campaign launched earlier this week on digital and poster OOH and railway media, including ticket gates, and is expected to run for two years. One of the most interesting aspects of the campaign is a 360 degree online video putting the viewer in the shoes of someone who is subtly, and perhaps subliminally, being asked for help. This activation, as well as other aspects of the awareness raising campaign, will be promoted heavily online and across social media. If you wish to support the campaign you can share the #welisten campaign hashtag, and follow Samaritans on Twitter or via Facebook.
