Samaritans: Suicidal impulses don't wait for an appointment

1994 campaign to increase number of callers. Problems for callers in urban areas getting through and an overall perception that Samaritans were unapproachable and something of a mystery. Introduction of single national number with a support campaign after image campaign. 4 press and 1 TV in 1995, calls increased by 5%. Research showed perceptions changed and Samaritans given more personal relevance