Samaritans 2025 Winter Appeal Highlights the Life-Saving Power of a Single Call

Suicide prevention charity Samaritans has launched its 2025 Winter Appeal with a powerful hero film 'Wedding Day', which depicts the desperation experienced by someone struggling with suicidal thoughts, in juxtaposition with the future that they are at risk of losing.

The bracing fact is that when an individual is going through a crisis, it can be hard for them to see a way out - but a conversation can help. For decades, Samaritans has been a trusted source of support for those struggling to cope and feeling suicidal. This year's Winter Appeal hopes to raise vital funds for those in crisis, because a human connection through Samaritans can be a significant and vital turning point in someone’s life.

Supporting the hero film is a special build billboard in Hammersmith, based on the real experiences of Layla, a Samaritans caller. It shows that since she first called Samaritans, she has achieved poignant life milestones: like running the marathon, and she is currently planning her wedding and is excited for what’s to come in her future. Gail Porter, long time ambassador to the Samaritans’ visited the billboard on the day of the launch.

The film follows the emotional journey of a father, Michael, and his struggle with suicidal thoughts. We open on him alone, driving in a car, clearly distressed. We cut to his daughter, a bride on her wedding day, as she gets ready to walk down the aisle surrounded by family and friends. However, concern grows as Michael fails to arrive.

The mood shifts as we cut to Michael in a desolate car park, where he has finished writing a note to his children. We see him alone and isolated as he exits the car. As the bride anxiously asks after her father, Michael picks up the phone. It is at this point that he makes the life-changing decision to call Samaritans; his face is one of simultaneous relief and immense emotional pain.

Back to the wedding ceremony, where guests wait expectantly. The bride peers anxiously through a crack in the door at the guests, when she feels a hand on her shoulder. It’s her dad, Michael - older, bearded, and smiling with pride.

In this moment, the truth of the story becomes clear, that Michael had reached out in the past for support and that choice helped him find the strength to be here today. The moment of walking down the aisle, arm in arm with his daughter exists because someone listened and because he chose to talk.

The film highlights the lifesaving impact of timely support and ends by urging viewers to donate to help ensure more people can find hope and a future through Samaritans, closing with 'Donate today to help bring someone's future back.'

Sonya Trivedy, executive director of external engagement at Samaritans, said, “As our volunteers answer a call for help every 10 seconds, we know that listening has the power to save lives. Sadly, with more people experiencing suicidal thoughts and attempts, it’s clear our service is urgently needed right now, and will continue to be needed into the future. We rely on the public’s generosity so this winter please consider making a donation.

“Our winter campaign showcases the life-changing impact a call to Samaritans can have for someone in crisis. One in four of us experience suicidal thoughts in our lifetime, which means most of us will likely have a loved one or be someone who will struggle and may feel unable to reach out. Suicide is preventable, and even seemingly small actions can have a big impact - so we’re reminding people that they too have the power to bring someone’s future back by donating today.”

Zara Bennett, senior creative at Don’t Panic London, said, “Losing someone you love to suicide is a different kind of heartbreak - the what ifs and what could have beens never leave you. Writing this script was deeply personal; imagining someone you adore missing those special moments in life is utterly gut-wrenching. But knowing that Samaritans are there, 24/7, to offer hope and help people find their way back to a future they deserve — that’s truly something special.”

The film was created in partnership with Max Fisher of Rogue. Max, who has struggled with his own mental health, said of the project, “I understand how overwhelming and claustrophobic our own minds can be, and I believe it's crucial to support each other… I hope this film connects with its viewers and that it offers hope to those who are going through a tough time. It really does help to talk, and there is always a way to make things better. It’s just a matter of taking the first step. You are not a burden. People want to help, and the best day to reach out for help is today.”

The Winter Appeal campaign is rolling out across TV, digital & social, and aims to raise donations for Samaritans ahead of both Christmas, and the darker winter months that follow.