Network Rail TV Case Study

Silent Ad Break

The campaign sought to empower people to use the power of speech to talk to each other. It was hoped that starting these small conversations would interrupt peoples suicidal thoughts in and around the railway network. Ultimately, we were trying to save lives by changing behaviour.

The UM strategy

The ITV Silent Ad Break was a media first and launched our 5 month long campaign. The ad featured during the launch of ITV’s Wellness initiative, live in the Britains Got Talent Champion of Champions Final. It was the perfect combination of contextual relevance and programme choice, with families gathered to watch together

Our campaign used a joined up AV strategy across TV, VOD, cinema, YouTube & social to use the existing assets. A handful of TV programming with themes around mental health were added to the broader schedule to become part of the conversation.

Messaging was subtly amended to be A/B tested amongst online partners based on the theory around social proof.


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