Samaritans are the organization, which provides confidential non-judgemental emotional support, 24 hours a day for people who are experiencing feelings of distress or despair, including those which could lead to suicide.
They offer their service by telephone, email, letter and face to face in most of their branches.
The Samaritans came to the advertising agency with a very limited production budget, and absolutely no money for media. With this challenge, they came up with a cost-effective and highly creative solution – turn something as basic as a bookmark into an advertising medium. By placing these bookmarks in strategic locations such as supermarkets, convenience stores and libraries – they successfully reached out to their core audience of housewives, retires and students in a more discreet and personal way, as opposed to using mass advertising. Along the way, they also achieved a creative solution with zero media budget.