Dublin Samaritans was once synonymous with 'listening'. But as the years passed, and with very little investment in communications, the brand was dropping in saliency to another listening service - Pieta House. This campaign was devised to put "listening" front and centre into the minds of potential callers and supporters when they think of Dublin Samaritans.

We needed a bold, elementally powerful piece of work to help shift public opinion back towards the simplicity of the offering at Dublin Samaritans.

The production for the campaign was made possible by talent offering their time to be associated with the cause and the project - our budget was next to zero - and the objective was to create as powerful and arresting a piece of audio as we could within those confines.

All to reduce the number of people dying by suicide in Dublin and Ireland.

Samaritans is a listening service. 24 hours a day, 365 days a year, our volunteers listen to people in emotional distress. This service lifts people from the darkest periods of their lives. Gives hope where previously there was none. And allows people to experience dignity where it has been lost.

So, how do we show the immense power of that work in a podcast audio ad?

We invite people to experience the power that listening can contain.

In this podcast audio ad, we take the audience on a spectacular audio journey - following the mic as we explore different worlds full of rich auditory possibilities. From a snowy cabin to a rich jungle, to plunging deep underwater and surfacing again. All as a means to get people to reflect on the power listening has. Samaritans 'gets' listening. It's what we do 24/7.

This campaign ran so recently that at the time of writing unfortunately we don't have access to the impact that the campaign had. We don't have a research team, and our figures for caller numbers haven't been compiled for the months during and post-campaign. Volunteers in the centre have said they have experienced a greatly increased number of contacts, although this is anecdotal.