Increased spontaneous awareness amongst 16-24 year old by 175%. Samaritans is now spontaneously recognised as the 2nd most relevant support resource amongst youth. Prior to the campaign, Samaritans was 10th most relevant. The objective of the campaign was to encourage youth to call for reasons less serious than suicide. Prior to the campaign 17% of the calls from youth were for issues other than suicide. Since the campaign this statistic has increased by 200%. Beyond the campaign results, the client was so happy with the work, they used it to entirely rebrand themselves. The work now features on all Samaritans communications from their website to their personal cards.