The Samaritans turned to photographer Nadav Kander (who's shot portraits of the likes of President Obama for the New York Times and David Cameron for Time Magazine) to create a powerful poster campaign that will appear in train stations in the U.K..
The posters, the first work for Samaritans from MullenLowe London, aim to reassure people who are struggling that the charity's volunteers will really listen to them. They feature portraits of people facing away from camera. Each execution contains hidden messages where people claiming to be fine reveal that they're not OK at all. For example: "I'm alright with being single I guess. It's not ideal for the kids, but they seem to be coping," with the words "'I'm not coping" highlighted in bold.
Below, the message from the Samaritans is "We don't just hear you, we listen." The aim of the campaign is to encourage people to contact Samaritans before they feel suicidal, as soon as they start to think that they are struggling to cope.
The campaign, expected to run for two years. is running on digital outdoor media, posters and other media at train stations, including ticket gates.