For Samaritans Dublin, we were tasked with the problem of falling recruitment numbers for night-time volunteers. These volunteers are crucial to keeping the Samaritans phone lines open 24/7. To be a Samaritans volunteer, the only skill you truly need is the ability to listen. Since the average phone call to Samaritans is 26 minutes long, we identified that a prospective volunteer would only need to be able to listen for at least 26 minutes. Partnering with Head Stuff, we inserted targeted audio ads into some of Head Stuff's most popular podcasts. At the 26 minute mark, we prompted the listener to look at volunteering for Samaritans as they've already exhibited the perfect traits at being a Samaritans volunteer, by being able to listen. To bring the campaign into the 'real world', we also partnered with Seanchoiche - an amazing spoken-word event held around the world. People share their stories, poems, songs, hardships, joys, and everything in-between at Seanchoiche - the perfect setting for us to connect with prospective volunteers, and to get our message out into the world. Seanchoiche nights always have a theme, and for our special event the organisers chose the theme of listening. We heard from volunteers, callers, and other speakers all on the theme of listening - and at the 26minute mark, the event paused and the message of Still Listening was highlighted by the organisers of the event. An amazing campaign, all done as pro-bono work for a wonderful charity. Despite little-to-no spend on client or agency side, the campaign performed so well it's received both Gold and Silver at the Effies 2024, and Bronze at the Kindle Sharks 2024.