Client: Network Rail & Samaritans
Campaign: Everyday Small Talk
Objective: To continue the success of the original 'Small Talk Saves Lives' campaign in driving down near-miss and fatal incidents related to poor mental health on the UK rail network.
Insight: Despite the success of the original campaign, our research told us that people still didn't feel confident that they had the requisite skills in act if they saw someone they thought might need help when travelling on the rail network.
Idea: We wanted to enable the public to move from bystanders to standing by reminding them that they have all the experience they need to help save a life because us Brits are already experts in 'small talk', using it every day in fact.
Primarily driven by the campaign hero film and supported by evolved OOH and in-station assets from the first phase of the campaign, 'Everyday Small Talk' won big at the Brand Film Awards, picking up:
Viral | Gold
Not-for-Profit/Giving Back | Gold
Best of the Best Award
