Campaign details

Brand: Samaritans / British Transport Police / Network Rail
Client: Samaritans / British Transport Police / Network Rail
Agency: Pegasus


In the UK, suicide on the railway is a devastatingly common occurrence, with someone taking their own life on the lines every 36 hours. But research has demonstrated that suicidal thoughts are often temporary. In fact, interrupting them with a simple question can be all it takes to start someone on the road to recovery.

As part of our mission to inspire healthy decisions, we've been working with Network Rail and Samaritans for the past 18 months to reduce suicides on the railways. Using CHANGE, our proprietary strategic planning framework developed in partnership with University College London's Centre for Behaviour Change, we have applied rigorous behaviour change theory in order to determine the barriers that exist to achieving this outcome.