Samaritans x Network Rail / Small Talk Saves Lives

Encouraging members of the general public to intervene if they see a person in distress

Your words are a life-saving kit

The Challenge

Every 32 hours a life is lost to suicide on the railway. Small Talk Saves Lives is a long-running campaign by Network Rail and Samaritans, designed to empower the public to intervene when they see someone in emotional distress. For the latest iteration of the campaign we needed to focus on breaking down the emotional and practical barriers that prevent people from helping — fear, uncertainty, and lack of confidence.

The Insight

Suicide is preventable and suicidal thoughts are often temporary and can be interrupted. Many bystanders want to help, having seen a person that might not seem ok, but hesitate - unsure how to act or afraid they might make things worse. We needed to reframe small talk as a life-saving tool, provide permission and confidence to act and normalise intervention through everyday language.

Watch the 30s film

The Solution to create Change

When it comes to saving a life on a train platform, we already have a life-saving piece of kit available to us. Words are all the tools we need. Whatever we say “Nice weather, isn’t it?” or “Are you ok?” a few simple words can be literal life-savers and crucially... anyone can do it.

“Your words are a life-saving kit” positioned small talk as an accessible, universal tool that anyone could use to save a life.

The campaign was delivered through multi-channel strategy including video on demand, digital and OOH, and was launched with a high-profile PR activation at London Bridge station. Working with artist Chris Bishop we created a bold and immersive 'Power of Words' exhibition, featuring powerful real-life stories, using words from three individuals deeply connected to the campaign.