For saving lives on the railways, this campaign is just the ticket

Samaritans’ award-winning  Small Talk Saves Lives campaign is set to reach even more travellers and commuters after the rail industry offered to feature it on the back of train tickets for free.

The campaign, which was developed in partnership with British Transport Police (BTP), Network Rail and the wider rail industry, encourages people to strike up a conversation if they see someone who may be at risk of suicide and was launched in November last year.

The message is that suicide is preventable and suicidal thoughts are often temporary. The campaign highlights the fact that a simple question can be all it takes to interrupt suicidal thoughts and set someone on the road to recovery. You won’t make things worse, but and you could save a life.

Small Talk Saves Lives has already reached more than 17 million people on social media and ‘Sarah’s Story’, the video at the heart of the campaign, has been watched by around 6 million.

Ruth Sutherland, Samaritans CEO said: “Suicide prevention is everybody’s business and any one of us could have an opportunity to save a life. We’re grateful to the rail industry for providing free advertising on the backs of tickets to help increase the public’s understanding that suicide is preventable. We want to empower many more people to act if they see someone at risk and, together with BTP, Network Rail and the wider industry, we’ll continue to promote Small Talk Saves Lives to achieve even greater awareness of how to make a difference.”

Small Talk Saves Lives recently won gold in the ‘not-for-profit organisations’ category at the SABRE EMEA Awards in Amsterdam, which recognise achievement in branding, reputation and engagement. It has won two PRCA Digital Awards and took silver in three categories at the London Brand Film Festival Awards. It has since been shortlisted for ‘cause related marketing’ in the Drum Marketing Awards held at the end of May, three Communiqué Awards, which take place in June, and in three categories at the PM Society Digital Awards in September.

Anyone can contact Samaritans in confidence for FREE any time from any phone on 116 123. The number won’t show up on your phone bill. Or email or visit to find details of your nearest branch where you can talk to one of our volunteers face to face.

For more information, please contact Samaritans’ Press Office on 020 8394 8300 or

Notes to Editors