Priority 2: Reach
Working to reach all communities, so that everyone knows we’re here for them. This year, we spent £1.3m on this strategic priority area.
Reaching around the UK and Ireland
This year we focused on lone and isolated workers, including training employers in the area and attending regional events such as the Lochaber Agricultural Show. In total, we provided 14 training courses to over 100 people, helping them learn the skills to support someone who is struggling to cope.
Charlie’s friend and former rugby international and pundit Brent Pope chose Samaritans as a benefiting charity from the auction of painted sculptures in his Elephant in the Room project to raise awareness of mental health. One of the elephants was painted with moments from Charlie’s life and Samaritans’ phone number. After the auction, the sculpture was gifted to Dublin Samaritans.
The Samaritans number was spelled out on their shirts, seen by 44,000 fans at the game and millions more through coverage.
With our input, Norwich City FC created a short film depicting a moving story around suicide for their #YouAreNeverAlone campaign, which has been viewed over 60 million times. In support of the campaign, the Norwich City teams displayed Samaritans’ logo on matchday shirts and clubs across the Championship adapted their pre-match teamsheets to list 11 people – from Mum to work colleague – who could be struggling.
Getting people talking – our awareness campaigns
We run campaigns that encourage people to talk. To check in on each other and make that human connection, and to call us if they’re struggling to cope.
On Samaritans’ Awareness Day, 24 July 2023, we attempted to break down barriers to making a call for help. We demystified the process of contacting us using films with our volunteers, and by answering common questions about calling on social media. The campaign reached 1.1 million people – more than double the number in previous years.
On Brew Monday, 15 January 2024, we once again encouraged people to catch up over a cuppa. Our branches helped run at least 180 rail and community Brew Monday events across the UK and Ireland. We trended at number two on X (formerly Twitter) and people liked, shared or commented on our posts about the campaign 76,000 times.
In February 2024, our vital and long-running campaign Small Talk Saves Lives assured people to trust their instincts and start a conversation if they see someone who might need help. Working with the rail industry, this year’s campaign launched with a ’Small Talk Salon’ at London King’s Cross station and generated over 300 pieces of national and local news coverage.
