Samaritans is to back a re-focus on 'emotional health' with a direct marketing assault that will aim to drive awareness of the charity and generate funds.
Following an internal review that highlighted the need to revitalise its marketing by promoting emotional wellbeing, the charity has appointed integrated agency Kitcatt Nohr Alexander Shaw to target specific age groups, including 14- to 25-year-olds.
The agency was handed the business following a four-way competitive pitch. It replaces TW Cat. The appointment does not affect Samaritans' relationship with Agency Republic's charity arm, Social Republic, which handles its advertising.
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