By Eliza Williams

Samaritans David lowres

Titled ‘We Listen’ and created by ad agency MullenLowe London, the campaign features copy with certain words highlighted, to emphasise the hidden emotions that may be contained within otherwise innocuous sentences. This is a trick we’ve of course seen before in ads, though here it seems especially relevant to the campaign’s message, reiterating the important role that the Samaritans plays as a place for people to share how they are truly feeling.

The text is supported by Kander’s striking imagery, which features portraits of people turned away, again with their emotions hard to read. With so much advertising featuring people smiling and staring out at us, these images are surprisingly eye-catching, and do a great job of drawing the viewer into the wider message of the campaign.

Samaritans Nicholas lowres

Read more here:: Nadav Kander shoots simple but powerful new Samaritans campaign