Samaritans – 'Heads'

The 'Heads' campaign was born from a brief that dealt with an issue that is very relevant today: financially motivated depression and suicide.

The campaign targeted two distinct groups, the unemployed and the employed, groups which have their own unique concerns when it comes to finance. The concept revolved around the head as a symbol for mental health and the coin motif served to emphasise the chance to change.

Outcomes included an animation, bus and train, internet, traditional and ambient advertising, as well as a fully comprehensive digital series for London Underground.




Packaging for the CD content and strategy. The concept was simple – people sometimes tuck money beneath their mattress, in the same way they may set aside away their own angst. Featuring a white bed, with the a CD and A5 strategy book hidden beneath.