NFU Mutual has supported Samaritans' to support our response to the pandemic, our 'Real People, Real Stories' campaign to reach rural communities, and our response to the cost of living crisis.
Supporting communities has always been at the very heart of NFU Mutual’s approach, and the rural insurer has supported Samaritans since 2020.
The NFU Mutual Charitable Trust is one of the main ways NFU Mutual provides charitable donations. It is an independent charity set up by NFU Mutual in 1998 to support other charities and organisations working in the interests of agriculture, rural communities and the countryside. Since then, its donations of over £6m have made a positive difference to education, research, social welfare and poverty relief across the UK. £2M of that funding was pledged to support charities who reach out to the isolated and vulnerable during the COVID-19 pandemic in 2020 & 2021.
Samaritans was one of the organisations to receive the Trust’s support over these two years.
NFU Mutual has worked in partnership with Samaritans to support the charity’s response to the pandemic, including reaching those most at risk and those in rural communities. In 2020, NFU Mutual supported Samaritans’ Real People, Real Stories campaign and work in rural communities.
A large portion of our customers live in rural areas where NFU Mutual plays a vital and trusted part in the community – I am hopeful that this partnership will raise awareness and reach people that may need support.
Nina Miller, Sales and Service Executive at NFU Mutual and Samaritans volunteer
In 2020, The NFU Mutual Charitable Trust supported Samaritans’ response to the pandemic as well as our Real People, Real Stories campaign and work in rural communities.
Real People, Real Stories is the campaign that aims to reach men who are struggling to cope to prevent them reaching crisis point. It launched followed research showing that nearly half (45%) of men aged 20-59 in rural communities agreed that they had experienced feelings of anxiety during lockdown.
At the end of 2020 NFU Mutual launched a winter campaign working with Samaritans to share the charity’s tools and resources to help anyone finding things difficult, at the end of a challenging year.
In 2022, NFU Mutual supported Samaritans’ Real People, Real Stories campaign to reach men in rural communities and the agricultural sector.