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Friday 21 Sep 2012

‘EVERYMAN’ RAILWAY POSTERS SHOW IT’S OK TO CALL SAMARITANS FOR HELP

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National

A new awareness campaign has been launched by Samaritans and Network Rail as part of a partnership aimed at reducing suicides on Britain’s railways. New posters featuring three relatable characters will be placed in stations and other poster sites across the country to build on the original “Men on the Ropes” campaign, launched in 2010, which featured a boxer image.

The new posters are designed to broaden the campaign’s reach and are targeted specifically at men aged 30-55 from lower socio-economic backgrounds. The latest academic research from Samaritans shows that men in this demographic are at a higher risk of suicide.

After extensive research and testing, the new posters feature three men who connect with the target audience and aim deliver the message to men that it’s OK to seek help and call Samaritans. The posters feature:

• A boxing trainer – targeting the older end of this age group
• A workman – a symbol of the average, working class man
• A soldier – a man in his 40s portraying the ‘every man’

Neil Henry, Network Rail’s head of operations and performance spoke of the ongoing partnership with the charity: “We have learnt a lot from Samaritans. Through training they have been able to help railway staff recognise the signs of a vulnerable, suicidal person and how best to engage with them. As a result many have been involved in a number of interventions preventing someone from taking their own life.

“Every death on the railway is a tragedy which affects not only the victim’s friends and family but also people working on the railway and passengers. We will continue to do all we can to raise awareness of the issues around suicide and reduce the numbers of people who take their lives on the railway.”

Rachel Kirby-Rider, Director of Fundraising and Communications, at Samaritans, said: “Through this campaign we are trying to reach out to disadvantaged men from low socio-economic groups and encourage them to seek help. It is only once we understand why these men are at higher risk of suicide that we can work with the industry and other stakeholders to reduce suicides on the railways.”