Christmas has come early for some, with Brexit fears reportedly leading consumers to start their festive shopping early, but they are not alone; Samaritans is also gearing up for its seasonal appeal with the appointment of WPNC to create a new proposition and integrated campaign.
The agency won the brief following a three-way pitch and work is beginning immediately, with the campaign set to launch in the autumn. The aim is to rapidly create a new emotional connection between Samaritans and its target market by showcasing the organisation’s inspirational and life-changing work to reduce suicides.
This includes the fact that the charity has more than 20,000 trained and dedicated volunteers UK-wide; there are 201 branches of volunteers available 24/7, 365 days a year, to listen and that it has a service which answers calls for help every six seconds.
Samaritans is keen to build on the new visual identity and website it rolled out earlier this year, which it claims has led to an increase in organic traffic.
The plan is to eclipse previous Christmas fundraising efforts by harnessing WPNC’s approach to building unity and motivation among its internal stakeholders across the organisation.
WPNC will drive a co-creation approach to developing a new proposition and identifying compelling opportunities to engage with a wider audience than Samaritans has traditionally reached before; from warm and cold donors to event participants, corporate partners and volunteers.
Samaritans head of individual giving Sheila McGuinness said: “WPNC presented us with a compelling pitch. From the chemistry session through to the final meeting, we saw the value the agency will bring to meeting our challenge and we’re really excited to be working together. The whole of the Samaritans team involved in the process was very impressed and energised by the WPNC approach. We were unanimous in our final decision.”
WPNC agency managing director John Eversley added: “Like so many people, we’ve admired and been inspired by the charity’s work for years, and we are privileged to be partnering with such a fantastic charity.”
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