Samaritans choose WPNC to develop new proposition, Christmas appeal

Mark Johnson's picture
by Mark Johnson

UK support charity 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:

  • More than 20,000 trained and dedicated volunteers UK-wide
  • 201 branches of volunteers available 24/7, 365 days a year, to listen 
  • 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. 

“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”, John Eversley, Managing Director, Agency at WPNC said. 

“We’re delighted to have won the brief to work on the Christmas appeal - the news sent ripples of pride through the agency.”

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.”

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