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The Samaritans has unveiled its latest below-the-line campaign as

part of a strategy to encourage regular giving to the charity by

potential donors.

Mustard, the charity's roster agency, will create an insert to appear in

publications such as The Spectator and New Statesman, as the Samaritans'

attempts to broaden its donor base and provide a more stable financial

platform from which to offer its counselling services.

The charity has a regular donor audience of about 16,000. Roughly 97% of

its income is generated by public donations.

The insert, which carries the strapline 'Massive Savings Opportunity',

is presented on a vivid orange background to attract attention. The copy

inside shows how donors can 'save' the life of someone in distress.

In keeping with the 'savings' theme, the mailing carries the line 'The

figures speak for themselves', and includes testimonials from regular

Samaritans supporters.

The charity works to reduce the 6500 suicides and 160,000 attempted

suicides that take place in the UK each year.

'Our priority is to recruit long-term donors, which will allow us to

plan ahead with a degree of financial security,' said a Samaritans

spokeswoman.

'The aim is to personalise relationships with our donor base.'

The charity's above-the-line ads are created by Ogilvy & Mather. Its

last work, which it produced for Christmas, aimed to help young men deal

with feelings of depression.