A sensitive but powerful campaign delivered through film, posters and widespread media coverage tackled the delicate and distressing subject of suicides on the railway.
Direct input from volunteers and bereaved families gave a detailed insight into the tragedies. Every 36 hours someone takes their own life on a railway in the UK. Small Talk Saves Lives educated and empowered people to help each other, encouraging passengers to trust their instincts and speak to someone they thought might be in distress and disrupt their suicidal thoughts.
At the heart of the message was a film telling how intervention saved Sarah from suicide.
The film was watched more than six million times and shared more than 65,000 times. The campaign generated three times the expected pieces of media coverage and more than 16 million people were reached via Samaritans, Network Rail and British Transport Police social media channels.
More than 300,000 people reacted to the film online and traffic on the Samaritans website increased by 400 per cent.
Judge Oonagh Goodman said: “ This campaign will save lives.”
Over half of those who saw the campaign said they would feel either confident or very confident about what to say to a person in distress.