Samaritans encourages men to talk about issues with #DownNotOut campaign

'Rocky II': one of the images being used to convince men they can be '#DownNotOut'
'Rocky II': one of the images being used to convince men they can be '#DownNotOut'

Pop culture images from 'Rocky II' and 'Iron Man' are being used to convince men that they can be '#DownNotOut' and triumph over adversity, in a humorous digital campaign from charity the Samaritans.

  • ,

    ,

  • ,

    ,

of

The real-time, branded content campaign is aimed at men who think that the charity is not for them. Accordingly, its first phase does not carry the Samaritans logo, just the hashtag #DownNotOut.

One execution uses an in-police-custody mugshot of actor Robert Downey Jr, accompanied by the copy "First I was all like get your hands off me". This is followed by an image of 'Iron Man' and the words "But then I was like... dan dan daah", referencing Downey Jr's return-from-the-brink movie role.

Samaritans is working with Trinity Mirror on the campaign, which uses subtly-branded football, comedy and movie content based on the notion of 'DownNotOut'. It is designed to highlight to men that Samaritans is not there just for people in a crisis, but offers a listening service to anyone who needs to talk to someone for support.

The media owner is promoting the campaign content via its Mirror Football’s Twitter page, supported by a Mirror Sports feature on the best World Cup comebacks.

Client: Samaritans

Agency: Arthur London

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now