DLKW Lowe wins Network Rail/Samaritans ‘stop railway suicides’ ad brief

Network Rail, which runs Britain’s rail network (sort of, it’s probably living on borrowed time following a spell of over-spending and under-achieving) is funding a campaign (its third) through charity Samaritans to try cut the number of suicides on the railways. High risk groups apparently include middle-aged working class men, which casts modern Britain in a rather uncomfortable light.

DLKW Lowe (now merged with Mullen in the US) has been picked for the task following a three-way pitch.

Network Rail head of media campaigns Kate Snowden says: “We’re committed to reducing the number of suicides on the railway and the trauma that they cause not only to the families involved but to railway staff and passengers who are affected. We’re looking forward to a fresh and innovative campaign that will increase awareness of this important issue.”

Back in the day Samaritans was one of the first’new-style’ charities famous for its aggressive campaigns (below). Lowe’s work will doubtless be hard-hitting too – but this is a tricky one.