Network Rail and Samaritans – World Mental Health Day

BACKGROUND

One of our long-standing clients Network Rail enlisted our help to raise awareness of the astonishing new figures revealing the Rail Suicide Prevention Programme – in partnership with Samaritans and British Transport Police – has carried out over 27,000 potentially life-saving interventions across Britain’s rail network since its launch in 2015.

OUR THINKING

The key milestone announcement was set to be released on World Mental Health Day which we knew would be a congested space to vie for coverage. Working with the client, we were able to drill down to the number of interventions per railway route, giving us localised links to provide broadcasters with and started our outreach much earlier by leveraging the incredible stories from our case studies and doorstep local content.

RESULTS

The success story of the partnership resonated with broadcasters, with coverage spanning across 30 stations including an in-depth piece on BBC Radio 5 Live, the BBC CNS Network, Heart FM and across the Greatest Hits Network – reaching an audience of nearly 20 million.