Samaritans launch new fundraising appeal
Howard Lake | 12 November 2009 | News
Emotional support charity Samaritans is launching a new fundraising TV campaign on 16 November, which will ask viewers to make a regular £3 monthly donation.
The advert will be broadcast on 10 digital TV channels – More4, ITV3, ITV4, Fiver, Gold, Yesterday, Blighty, FiveUSA, Alibi and Eden until 30 November.
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The advert will then be repeated on the same channels from 26 to 31 December, delivering 1an expected 5.8 million impacts and reaching a total audience of 5 million.
Creative agency Arthur London were appointed to produce the 60-second advert for the charity.
The advert features the character ‘Lisa’, a young woman who has experienced a lifetime of abuse and is extremely distressed, but finds the strength to phone Samaritans. The advert closes with Lisa, played by actress Emelia Clarke, looking more positive, having made the call to Samaritans.
Nick Spindler, Partner at Arthur said: “The challenge was to show the compelling need for Samaritans but with sensitivity for the courage of their callers. Lisa’s story achieves this by letting less say more. We’re proud to work with Samaritans and eagerly await the results as the campaign goes live.”
www.samaritans.org/lisa
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.