A simple, unbranded cartoon that arrived in my e-mail inbox changed my mind. The straightforward copy made me open the film and the black humour of the cartoon kept me engaged for its duration.
This film worked because Agency Republic knew what it wanted me to do - visit a web site. The film focused on entertaining and intriguing. And on hooking me in.
In the film the hero gets increasingly self destructive as he misses chance after chance to tell his friends that all is not well. But at the end he finds sanity at changeourminds.com.
When I heard Griff Rhys Jones taking the changeourminds campaign onto the radio I felt a real sense of ownership. I now consider the Samaritans to be contemporary, valuable and acutely relevant in the 21st century.
I'm impressed by the level to which a simple piece of marketing has changed my mind.
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