How Samaritans Delivered Their Powerful Message with Audio

At Spotify, we’re constantly thinking about the power of audio. A recent campaign from the UK-based nonprofit Samaritans showed just how powerful audio can be.

Samaritans is an organization that offers a safe place for people to talk about anything at all, in order to provide support for people who might be experiencing emotional distress, struggling to cope, or at risk of suicide. The nonprofit created a Spotify campaign to highlight the importance of listening, aiming to show how listening can help save a life.

The campaign stemmed from a 24-hour event that Samaritans held in July 2018 called The Big Listen. Supported by celebrities including Ruby Wax, David Walliams, and Sir Paul McCartney, the campaign was designed to raise awareness of Samaritans’ core mission, and to highlight the impact of listening to those in need. To extend the impact of this year’s event, Samaritans asked Torchbox, an agency that specializes in providing digital support to nonprofits and socially progressive organizations, to create a six-day campaign on Spotify with the same message. With audio’s unique intimacy, they were able to share this emotional message in a simple, impactful way.

Check out this interview with Phil McMinn from Torchbox and Katie Columbus from Samaritans to learn how they used Spotify Ad Studio to create this powerful campaign.