CASE STUDY
Samaritans + Droga5
“26 minutes” Still Listening
Campaign
CLIENT:
Samaritans
PROJECT OBJECTIVE:
Dublin Samaritans charity was facing dwindling volunteer numbers, particularly during night shifts when calls to the Samaritans are often at their peak the organisation needed to find people who were able to listen to someone speak about whatever’s on their mind, and encourage them to lend that particular skill to a very important cause.
How it worked
Versions of the Samaritans recruitment message were featured in eight separate HeadStuff podcast episodes delivered by comedians, tech journalists, drag aficionados, film editors and lactation consultants, the recruitment message for listening volunteers was heard on podcasts about AI, parenting, RuPaul’s Drag Race, familiar-faced character actors / actresses, and nothing and everything in particular.
The diversity of podcasts is what made the message resonate: whatever you were listening to, the fact you were still listening after 26 minutes made the listener the perfect target audience.
Results
276 unique visits to the landing page listening.ie with a 32% CTR to the Samaritans Ireland volunteering page.
Dublin Samaritans volunteer applications increased by 260% vs the same period in 2023, enough to fill two training classes and help with the volunteer shortage.
Awards
- Irish Audio Awards 2025: Winner – Innovation Award
- Effie Awards 2024: Non-Profits Category: SILVER – “Finding Samaritans amongst the keenest of listeners”
- Effie Awards 2024: GOLD – “Finding Samaritans amongst the keenest of listeners” – Droga5 Dublin with Dublin Samaritans
- Spiders Awards 2025 Shortlist: Best Collaboration HeadStuff x Droga5