Samaritans to revamp brand

The charity says it discovered it had departed from the initial vision of Samaritans founder Chad Varah as part of a two year review process and wants to widen its appeal and redefine its role for a modern audience.

Samaritans

The new look will use a handwritten headline font and new toned down, gentle colours designed to emphasise the positive aspects of using the Samaritans service, and attempt to demystify its offering.

The phone-line support charity wants people to feel they can use the service before they reach crisis. Its research discovered that people feel it is only a last resort service.

Samaritans also wants the new look to clearly define it as an independent charity as it found many saw the charity as part of mental health statutory services, which meant they expected to be spoken to as a patient rather than as an equal or peer by call handlers.

It also hopes to be more appealing to men, who currently make up around half of all callers to Samaritans, but account for more than 75% of suicides in the UK.

Fundraising and communications executive director Rachel Kirby-Rider told Marketing Week the process would lead to a complete overhaul of its marketing approach.

She says: “Although we have great brand awareness, the understanding of what we offer isn’t high. We realised our marketing campaigns showing people in desperate situations had exacerbated the problem we have of people thinking they have to be at their lowest point before they can contact us.”

The new identity will be rolled out from September in tandem with the launch of a second wave of its campaign targeting men, dubbed ‘In your corner’, which will highlight ‘the benefits of articulating your problem’ to someone who will be non-judgemental and treat it as entirely confidential.

The campaign, due to launch on 24th September, is aimed at increasing the proportion of men who phone the service.

Recommended

Mail app

Mail launches mobile commerce app

Nick Huber

Daily Mail readers will soon be able to use smartphones to buy products from their newspaper’s pages in what is thought to be the first mobile commerce service of its kind.

BeatsDreHP

Dr Dre Beats Olympic brand police

Seb Joseph

Headphone range Beats by Dr Dre has outsmarted Olympic chiefs and succeeded with an ambush marketing stunt at the London 2012 Games by getting Team GB athletes to endorse the brand.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now