Three UK partners with Samaritans to launch #BetterPhoneFriend campaign

Gabby Fernie

Three UK has partnered with Samaritans to launch #BetterPhoneFriend - a campaign encouraging the nation to become better listeners.

New research, commissioned by Three UK, has found that one in three Brits admit that their mental health has worsened during the pandemic, whilst 90 per cent agreed that speaking to someone has positively affected their situation.

A series of new animated films launches online from today, followed by TV, VOD and radio from tomorrow.

The #BetterPhoneFriend films dramatise five listening personalities, helping viewers identify what traits they may have - the worrier, filler, attention splitter, interviewer, fixer - and how to overcome them.

The campaign is also supported by McFly’s Tom Fletcher and Dougie Poynter, who feature in a new fly-on-the-wall video exploring the importance of opening up, sharing their personal experiences of the past year and discussing what it means to be a good listener.

#BetterPhoneFriend marks the start of a three-year partnership recently announced between Three and Samaritans, aiming to connect one million people to emotional support. Over the next three years, the mobile network and charity aim to expand support services, powered by Three’s network and technology, along with bespoke training, resources, and fundraising initiatives to support the wellbeing of the nation.

“We’re proud to be working in partnership with Samaritans on this campaign. The films are a powerful way to create a moment of calm in our busy lives, whilst raising awareness of the important of listening. At Three we believe that we can all be better listeners - and Better Phone Friends – by making that call, listening and connecting to our loved ones” said Director of Marketing for UK and Ireland at Three, Aislinn O’Connor.