Samaritans sets sights on youth

Samaritans is for the first time aiming its annual winter campaign squarely at 15 to 24-year-olds.

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.

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