Dublin Samaritans wins Gold at Effie Awards 

The volunteer-led Dublin Samaritans has become Ireland’s most nominated organisation in the advertising awards sector, achieving unprecedented recognition. 

Winning gold for the Media Idea or Innovation Category and silver for the Non-Profits Category at the Effies industry awards for its campaign Finding Samaritans Amongst the Keenest of Listeners, crafted by Droga5, a dublin based agency.  

Competing alongside some of Ireland’s most prominent businesses and multinationals, the Dublin Samaritans charity was shortlisted for a record-breaking eight awards in 2024, across the Effies, Kinsale Sharks and ICAD esteemed awards. 

The charity’s nominations stem from two innovative campaigns to raise awareness of its support services and recruit new listening volunteers for its 24/7 freephone service (116 123). 

The campaigns include Kintsugi: Mend the Cracks, created by TBWA\Dublin to highlight the healing power of talking and listening, and Finding Samaritans Amongst the Keenest of Listeners, crafted by Droga5 to encourage volunteering. 

Olwyn Greene, Director of Awareness at Dublin Samaritans, commented, “It’s inspiring to see our volunteer-led organisation competing on a national stage with companies that have bigger budgets and human resources. 

“It’s an incredible achievement for a volunteer organisation. 

“To receive such recognition, and win multiple prestigious awards, is testament to the strength of our mission and the creativity we’ve been able to harness.” 

Both TBWA\Dublin and Droga5 have provided their talents pro bono, with some funding allocated to the campaign for materials, artists, and third-party services. 

“Their dedication, limitless creativity, and countless hours have been invaluable in bringing these campaigns to life,” Olwyn added. 

Dublin Samaritans collaborated with TBWA\Dublin to produce the Kintsugi: Mend the Cracks campaign.

The campaign drew on the Japanese art of Kintsugi, which involves repairing broken ceramics with gold, symbolising healing through connection and support. 

A striking mural by artist Joe Caslin was a focal point of the campaign, embodying the beauty of mending and connecting with others.

This campaign received several award nominations and won three Kinsale Sharks and an ICAD award.  

The second campaign, Finding Samaritans Amongst the Keenest of Listeners, crafted by Droga5, won in the following categories, Gold for the Media Idea or Innovation Category and silver for the Non-Profits Category. 

Adding to the campaign’s personal resonance, it was led by a Droga5 creator who volunteers with Dublin Samaritans, lending a deeply personal commitment to its message and impact 

Inspired by Samaritans’ 2023 impact report, which revealed that the average length of a call to Samaritans is 26 minutes, the campaign utilised podcasts.

Messages were subtly woven into the 26th minute of the popular podcast This Head Stuff and Seanoiche, reaching Ireland’s best listeners and inviting them to volunteer. 

Olwyn concluded, “It’s truly incredible to have the support of such remarkable talent. These campaigns have helped us reach a wider audience and inspire hope in more people than ever. We’re deeply grateful to everyone involved and proud of what we’ve achieved together.” 

Dublin Samaritans is the only 24-hour emotional support helpline in Ireland.

People can contact Samaritans via email [email protected] or call free of charge on 116 123, even from a mobile with no credit.

The number will not appear on a phone bill.