The Samaritans is venturing into new territory with the launch of
humorous ads to raise funds this Christmas. The series of spots, by
Ogilvy & Mather, promotes the organisation's first national appeal for
funds with the theme: 'We're better at listening than raising money'.
One ad depicts a series of normal people modelling nude, parodying the
infamous Women's Institute calendar. Another shows charity collectors
knocking on a door and abandoning their mission after it is opened by a
man with two huge dogs. The ads, with media planned and bought by
MindShare, aim to convey the human side of the listening charity and
will be supported by press and online advertising to support the
charity's web site, www.samaritans.org, which launches this week.