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Nadav Kander, a photographer who has taken portrait pictures of David Cameron and Barack Obama, has shot the new outdoor campaign for Samaritans.

MullenLowe London created the ads, which reposition the charity as the expert listeners. The posters feature images of the backs of people’s heads and quotes about coping that hide cries for help. The campaign was funded by Network Rail with the hope that people will contact Samaritans with their problems before they feel suicidal. The posters, which are being put up in train stations in an attempt to deter rail suicides, were written by Jack Patrick and art directed by Denis Kakazu.