The group's research found young people preferred not to discuss serious problems, such as hard drug use and sexual or physical abuse, with their friends.
They did, however, reveal a willingness to discuss less sensitive personal issues.
Samaritans is targeting youth press to position the charity as a '24/7 confidential and non-judgmental service for those problems you
can't talk about to your closest friends'.
A media relations campaign will concentrate on magazines such as Sneak and More, kids' current affairs show Newsround and the teen section of the BBC's website.
It has also recruited youth-friendly celebrities such as Zoe Ball, and is running a print ad campaign using bright and garish colours.
They did, however, reveal a willingness to discuss less sensitive personal issues.
Samaritans is targeting youth press to position the charity as a '24/7 confidential and non-judgmental service for those problems you
can't talk about to your closest friends'.
A media relations campaign will concentrate on magazines such as Sneak and More, kids' current affairs show Newsround and the teen section of the BBC's website.
It has also recruited youth-friendly celebrities such as Zoe Ball, and is running a print ad campaign using bright and garish colours.
