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Winner

Small Talk Saves Lives

by Pegasus for Samaritans


Summary of work

Small Talk Saves Lives

In November, Pegasus created a new suicide prevention campaign for Samaritans working in partnership with Network Rail, British Transport Police and the wider rail industry – #SmallTalkSavesLives.

At the heart of the campaign is a compelling piece of social content, a social media film designed to engage and be shared such that the subsequent noise captured the mainstream media’s attention.

In just two months, the campaign had achieved 315 items of media coverage creating 117 million opportunities to see the campaign. The campaign achieved blanket national newspaper coverage, and online coverage was supported by extension broadcast segments on the likes of BBC Breakfast and Sky News. 19% of people who saw the campaign remembered seeing it on television, whilst 18% read about it in an article and 10% heard about it on the radio.

A total of 16.2 million people have been reached via Samaritans, Network Rail and British Transport Police social media channels alone and the film has been shared over 65,000 times across Facebook and Twitter. It has sparked 300,000 comments and reactions online and increased social traffic to the Samaritans website by 406%.

Judges' comments

This multi-faceted, well-thought out campaign was really clever and it’s completely obvious that the Samaritans and Pegasus went above and beyond in every way. The team’s sensitive approach along with fantastic insights and prolific experts really made this campaign impressive. The judges truly loved this entry.


Finalists

Janssen at the 9th International AIDS Conference - by Edelman for Johnson & Johnson and its Janssen Pharmaceutical Companies

A Surgical Approach to Media Relations - by Hanover Communications for CMR Surgical

Reviving the Public Debates on Liver Disease - by Incisive Health for Foundation for Liver Research

Pure Earth Highlights Global Impact of Pollution to Public Health Problem and Economics - by TogoRun for Pure Earth


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Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.