'To Talk Is To Do'
SPURS X Samaritans
The Brief
Create a Christmas campaign for Tottenham Hotspur that supports the Premier League’s Together Against Suicide initiative and encourages people struggling with their mental health to seek help by calling Samaritans.
THE INSIGHT
Many people don’t call Samaritans not because they don’t need help – but because they don’t know what will happen when they do. Fear of saying the wrong thing, misunderstanding what Samaritans can help with, or not knowing how to start stops people from acting.
The response
We developed a film that demystifies what happens on a phone call to Samaritans by showing the call itself.
The story follows a young Spurs fan suppressing his feelings as a white phone box appears and grows around him, mirroring his rising need to talk. When he finally steps inside, the film shifts into a real Samaritans-style conversation. Multiple voices – different ages, genders and backgrounds – share the exact phrases volunteers hear every day, proving there’s no “right” reason to call.
We cast real people, filmed in real Tottenham locations, and worked closely with Samaritans at every stage. A live call between the actor and a Samaritans volunteer was recorded on set. The film was shot on 35mm by Bullion to preserve honesty and texture. Spurs players, coaches and a real volunteer appear to reinforce visibility, credibility and support.
The outcome
To Talk Is To Do reframes talking as action – not passivity. The campaign breaks down barriers to seeking help, normalises the conversation, and reinforces that support is always available.
By rooting the film in community, authenticity and lived experience, the work strengthens Tottenham Hotspur’s ongoing suicide prevention efforts and delivers a clear message: picking up the phone can change – and save – lives.
Throughout the production, we worked closely with Samaritans to ensure accuracy and depth in the portrayal of the subject matter. The phone box sequence was recorded using a live conversation between the actor and a working Samaritans volunteer. Every creative choice, including shooting on 35mm film, was made to maintain authenticity and echo real experiences of mental health struggles.
CREATIVE LEAD, SPURS
