Samaritans has tasked WPNC with creating a proposition and integrated campaign to underpin a new approach to its Christmas appeal.
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 of the campaign is to rapidly create a new emotional connection between Samaritans and its audiences by showcasing the organisation’s inspirational and life-changing work to reduce suicides including:
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More than 20,000 trained and dedicated volunteers UK-wide
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201 branches of volunteers available 24/7, 365 days a year, to listen
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A service answering 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 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.
John Eversley, Managing Director, Agency at WPNC says: “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.
We’re delighted to have won the brief to work on the Christmas appeal – the news sent ripples of pride through the agency.”
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Sheila McGuinness, Head of Individual Giving, Samaritans commented: “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 is a strategic Campaign Top 60 creative agency with 40 people across insight, creative and technical teams.
WPNC is an unusual agency simultaneously delivering – with rare agility – truly compelling experiences for consumers and outstanding results for our clients. We do this across all channels, from transactional websites to voice skills; direct mail to TV; and social media to press ads.
Our expertise is founded on a powerful combination of creative storytelling, success in classic offline strategies and cutting-edge online techniques. We do this in the UK and internationally to create high-performance marketing communications for both commercial and non-profit clients.
And, while consumer experiences are what we deliver daily, our heritage in response means the client’s ROI is always our starting point.
Samaritans
Samaritans is a charity working across the UK and Ireland to reduce the number of people who take their own lives. It’s the public’s kind donations and more than 20,000 volunteers that mean we are always there for anyone struggling to cope.
Every six seconds, Samaritans responds to a call for help. Find out how you can support us or volunteer with us. You can follow Samaritans on social media on Twitter, Facebook and Instagram.
Anyone can contact Samaritans free any time from any phone on 116 123, even a mobile without credit. This number won’t show up on your phone bill. Or you can email jo@samaritans.org or visit www.samaritans.org to find details of your nearest branch, where you can talk to one of our trained volunteers face to face.
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How to engage with customers on emerging channels – new research – TheMarketingblog https://t.co/ZYvSezLJvQ pic.twitter.com/H7IldwGmIB
— Will Corry (@slievemore) May 3, 2019