This campaign, to reduce suicides on the railways, was driven by the insight that passengers were not confident about engaging with others they think could be at risk. The importance of talking was emphasised in a video of a station announcement, made by a woman who abandoned an attempt to take her own life after someone stopped to talk to her.
In the UK, someone takes their own life on the railway every 36 hours. We set out to ask rail travellers to help spot, report or intervene to help reduce suicide. The result? Small Talk Saves Lives, an authentic campaign that tells a real story. Every aspect was shaped by experts, people with experience of suicidal thoughts or those bereaved by suicide. Our post-campaign research shows that 1 in 2 people would now act in these difficult situations. Importantly, we've started to hear from those who have intervened on platforms…and potentially saved lives.