​As Ireland’s first ever helpline, Dublin Samaritans has been providing free emotional support for 50 years now. 24 hours a day, 365 days a year, volunteers make themselves available to help those feeling suicidal, depressed, or experiencing grief. Running such a service involves huge amounts of effort and dedication, and with the current health crisis placing so many in isolation – the service has never been more vital.

That’s why TBWA\Dublin wanted to help. The challenge for the team was to create a campaign that would grab attention while also encapsulating the role Dublin Samaritans provides for those in need. Inspired by topographic imagery, each execution uses layers to illustrate the way worry or feeling overwhelmed can affect people deep below the surface. The copy then simply shows how easy it is to get in touch, and has been adapted to work across a number of different formats.​