Small talk saves lives – encouraging lifesaving conversations across the rail network
Role: Art Director. Agency: Storycatchers
Context
Small Talk Saves Lives is a long-running partnership between Samaritans, Network Rail and British Transport Police, designed to encourage everyday passengers to trust their instincts and start a simple conversation if they notice someone who might be in distress. The campaign has been running for several years, growing in reach, confidence and public recognition. I joined the project to help shape Phase 7, which centred on creating a bold, human, highly visible set of communications for use across the UK rail network.
Making a lifesaving message impossible to ignore
Research from Middlesex University shows that, if you see someone in distress, simply making small talk is enough to interrupt their suicidal thoughts and start them on the journey to recovery. Everybody can manage a bit of small talk. For this phase, our focus was on building clarity, consistency and visibility across rail environments, from station concourses and platforms to trains, ticket barriers and escalator halls. We developed a series of OOH posters and focussed assets that encouraged everyday icebreaker phrases “Weird weather, right?”, “Do you know where I can get a coffee?” to show that starting a conversation doesn’t have to be complicated.
My role involved art direction, visual development and design, applying the established Small Talk Saves Lives identity to create assets that were warm, accessible and instantly readable in fast-moving public spaces. I shaped typographic hierarchy, layout and messaging flow, ensuring key lines such as “You can save a life” remained central and clear at a glance. Accessibility was a priority throughout: high-contrast colours, screen-reader-safe design and plain-English phrasing helped ensure the assets worked for as many people as possible.
The goal was simple: get the message in front of people at the exact moments they might notice someone who looks like they need help.
Bringing the message to life at King’s Cross
A standout part of Phase 7 was the Small Talk Salon, an event at King’s Cross station designed to spark curiosity, engagement and conversation in a warm, playful and human way.
Inspired by the idea that hairdressers and barbers are masters of small talk – the kind of people who make others feel seen, comfortable and cared for, we transformed a section of the station into a pop-up salon offering free trims, nail treatments and shoulder massages. The goal wasn’t pampering for its own sake; it was about creating a natural, low-pressure environment where people could stop, chat, and learn about the power of starting a conversation.
I supported the creative development of the event, shaping the look and feel, visual identity and narrative flow. This included:
Developing the Small Talk Salon sub-brand
Creating visual assets, colour palettes and typographic styles
Planning the physical layout and key touch points
Designing apparel, signage, props and printed materials
Ensuring all elements stayed true to the campaign’s message and tone
The event generated warmth, curiosity and conversation – exactly what we hoped for.
This campaign really matters and I was proud to work on it. It’s not dramatic or all singing, all dancing, it’s about the quiet, human moments that can interrupt someone’s negative thoughts long enough to help.