Samaritans UK, used the ‘doodle’ concept as the focus of their advertising campaign this winter (November 2006 – March 2007), after interviewing young people (16-25 years old) in focus groups. The telephone counseling service aimed to show young people that they could call Samaritans about a variety of emotional issues, not just suicidal feelings. The television campaign was linked with a series of print, viral, radio and outdoor ads. An animated cartoon character weaves its way through a variety of emotional states. The final copy: “Things on your mind?” Viewers are encouraged to call 0857 90 90 90 or email Jo at samaritan.org.uk.
Click on the image below to play the video in YouTube
The Samaritans Doodle winter campaign was developed at Lunar BBDO, London, by creative director/copywriter Ben Kay, creative director/art director Daryl Corps, art directors/copywriters Oli Kellett, Alex Holder.
Animation was directed and edited by Christian Bevilacqua at Therapy Films, London, with producer Jess McKillop and animators Chris Ratliffe and Martin Stacey.
Music for the Samaritans Doodle ad is “Redford (For Yia-Yia and Pappou)” by Sufjan Stevens, from his Great Lakes: Mitchigan album.