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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. It was the first time rail travellers had been openly asked to spot, report or intervene in order to help reduce suicide – a significant shift in focus for this collective of organisations.

The strength of the campaign lies in its authenticity. It tells a real story, and every aspect has been developed and shaped by experts, people with experience of suicidal thoughts and those bereaved by suicide. And there is no doubt that it has captured people’s hearts and minds. Of the 5m+ views, over 60% were driven organically and the 300,000+ comments and likes were all testament to the level of engagement it generated. In just two months, the campaign had achieved 315 items of media coverage.

Importantly, the post-campaign launch research has shown impressive results versus the objectives, with a noticeable shift in awareness, understanding, knowledge and intent. The campaign is also being explored to be used by UCL’s Centre for Behaviour Change as a key example of behavioural science theory working in the real world.

Judges' comments

Pegasus and the Samaritans put together a really interesting piece of work with clear goals and a genuine need for the campaign. Judges said that if they had have worked for this team, they would have been really proud of this work and it is the standard used to aspire to when writing a Communiqué entry. It’s an outcomes driven programme which generates a meaningful response, with good social metrics and a strong range of stakeholder groups. Excellent campaign.


Finalists

Are You Chris? A Disease Awareness Campaign in Hepatitis C - by Cohn & Wolfe for Gilead Sciences Europe Ltd.

See Your Hands: Improving Hand Hygiene in Healthcare Settings - by FleishmanHillard Fishburn for World Health Organization

Speed Donating - by Havas Lynx for Teva

Raising Awareness of the Economic and Health Impact of Pollution - by TogoRun for Pure Earth


Category Sponsors

Key dates

Entry deadline 14 March 2019
Extended entry deadline 21 March 2019
Judging days 9 May and 23 May 2019
Awards Ceremony 4 July 2019

Contact information:

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Tel: +44 (0)1372 414243

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Behind the Judging: Communiqué Awards
Find out what co-the chair of judges Annabelle Sandeman, senior judge Neil Flash and previous award winner Jan Steele 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.