The campaign is Samaritians’ first TV fundraising campaign, previous TV ads have been to build awareness of the charity and the emotional support it offers via phone, text and email helplines.
The campaign breaks on Monday 16 November and the ad will air on 10 digital TV channels including MORE4 and ITV3.
The ad features Lisa, a distressed young woman who takes a step in rebuilding her life by contacting Samaritans for support.
Eastenders actress Janet Dibley provides the voiceover for the ad.
Several additional films have been created for a digital campaign to encourage donations, viral sharing and drive traffic to Samaritans campaign websites.
The 60-second ad has been created by Arthur London. Media handling is being handled by Mindshare, which is securing free outdoor and radio advertising space for the charity.
Lorna Robertson-Reed, Samaritans’ head of individual giving says: “Samaritans recognises that we are still in a recession and our regular donations could decrease, but this is a time when our service is more relevant than ever. The charity is contacted every six seconds by someone in emotional distress, with one in every 10 calls being linked to the financial crisis. In order to maintain a 24:7 service we need to raise more than £10 million a year and that is why this advert is an important step in securing more funds so that we are here for the people who need us in these difficult times.”