'We're in your Corner' poster campaign

We wanted to make sure that the target group of men could identify with the images and language used on the poster and other materials.

So we carried out two rounds of in-depth testing with a series of images.

The poster campaign 

Four different character types were tested in the first round of research:  a boxing trainer, rugby player, soldier and musician. 

  • The boxing trainer tested well, as boxing remains a tough, well-respected, accessible sport among working class men.
  • The soldier character garnered respect and it was acknowledged that he could have potentially ‘seen things’ that could cause him to have problems.
  • The musician generated a negative response from our audience as it was viewed that any problems this person may have had were of their own making
  • The rugby player received an indifferent response. 


This research confirmed that the poster needs to represent the ‘ordinary man’ in order to encourage empathy amongst the target group.

It was important that the images on the poster did not appear beaten or be seen as an object of pity but instead showed a man ‘holding it together’ or simply ‘getting on’ with life. 

A second round of testing introduced a third image of a workman to represent the ‘everyman’. 

This new image tested well amongst the target group, as many of the men could see themselves, or their friends, as this person. 

Following this second round of research, the final images were decided upon: 

  1. the boxing trainer (a man in his 50s) (PDF)
  2. the soldier (a man in his 40s) (PDF)
  3. the workman (a man in his 30s) (PDF)

Samaritans worked with the creative agency Arthur on the development of the creative.  

Related content:

Video: Interviews with men about stress, emotions and how they cope

A brand refresh

We’re in your Corner campaign coincides with a brand refresh for the charity.

The charity’s identity was updated with personal touches to the logo and the use of striking, close- up portraits, along with Samaritans’ own font, to better reach those who are struggling to cope.

This refresh will also help create empathy with the caller.

Samaritans also redeveloped its website www.samaritans.org, making it accessible from all devices.