Alec Samuelson
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Samaritans

Consumer Insight: Phrases in different languages don’t always translate

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Concept: Alec Samuelson, Audun Hill, Liv Johnston

Copywriter: Alec Samuelson

Art Director: Auden Hill

Content Creator: Liv Johnston

Samaritans

Toxic masculinity is a problem, and a lot of its victims are actually men. Depression and anxiety are issues they try to hide because of the false notion that men don’t show weakness. This campaign aims to normalize mental health discussions among UK men, who face particularly high suicide rates. We speak to them through the lyrics of New Wave songs written by British men who share the same struggles.

This campaign features a QR code that would link to samaritans.org, an online support system for those contemplating suicide.

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Copywriter: Alec Samuelson

Art Director: Austin White