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The challenge

  • Encourage the public to play a greater role in providing emotional support to anyone at risk of suicide on the railways
  • Understanding that people have the motivation to help, but not always the know how or confidence.
  • ‘Small Talk Saves Lives’ set out to show how even a simple question about the weather can be enough to disrupt someone

Our approach

  • At the heart of our campaign was a filmed public service announcement with a twist
  • Telling the real life story of a woman who’s life had been saved by a passer by who took time to stop and talk.
  • We seeded this emotional video through social media, mainstream news, outdoor advertising and even on train concourses.

The outcome

  • Over 5 million views of the film to date. 50% of those asked said they would now act as a result of the campaign
  • Most importantly, we’ve already started to hear stories of those who have intervened on platforms... and potentially saved lives.
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