The mailer has a Russian doll format with the outer and each of the two envelopes enclosed in the pack highlighting the training process of a Samaritans volunteer.
The idea is that by removing the first envelope they will remove their prejudices, then their will to advise callers and before finally teaching them how to listen.
The headline on the letter enclosed in the final envelope states that only when they have completed these key stages are they ready to become a Samaritan volunteer.
The mailer will go out to 50,000 existing Samaritans supporters in early February.
The Samaritans appointed Kitcatt Nohr Alexander Shaw in September last year after a four-way pitch as it looks to refocus on "emotional health" with a direct marketing assault.
Manning Gottlieb OMD worked with Kitcatt Nohr on the media planning for the pitch.
Jeremy Payne, Samaritans director of marketing, said: "We answer 4.8m contacts a year, and the specialist skills that our volunteers acquire as a result of the training can bring a deeply distressed person back from the edge of despair.
"Therefore, it is essential that we maintain our commitment to our training programme and Kitcatt Nohr has created a mailer that makes people stop and think at each step -- just like our volunteers."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)