Small Talk Saves Lives

Every 32 hours a suicide occurs on the railway. Although railway suicides only account for around 4-5% of all suicides in Great Britain, the emotional, human and financial toll are disproportionately high. Network Rail, The Samaritans and British Transport Police wanted to launch a campaign that could help reduce the number of suicides on the railway. Insight: Suicide is preventable and suicidal thoughts are often temporary and can be interrupted. Many bystanders want to help when they see someone who doesn’t seem ok but hesitate, unsure how to act or afraid they might make things worse. Solution: We created the campaign that shifts people’s behaviour from passive ‘bystander’ to active ‘supporter’, identifying them as those who are “standing by''. The campaign reframed small talk as a simple but powerful intervention tool. Anyone can do it and it could save a life. Campaign key message ‘your words are a life-saving kit', empowered the public to start a simple conversation if they think someone isn’t OK. Delivery: The campaign was delivered through multi-channel strategy including video on demand(VOD), digital and OOH, and it was launched with a high-profile PR activation at London Bridge station. Artist Chris Bishop created the bold and immersive 'Power of Words' exhibition, featuring powerful real-life stories, using words from three individuals deeply connected to the campaign. Impact stats: Life-saving interventions were up 4%*, and at stations with boosted media spend, they’re up 7%. *Data comparison YoY via Charity Awareness Monitor