Samaritans Awareness Day is an annual campaign dedicated to raising awareness of suicide prevention and the life-changing power of listening. Held on 24 July (24/7), the day highlights that the support of Samaritans is available 24 hours a day, seven days a week, for anyone who needs someone to talk to.
For employers, the day provides an important opportunity to reflect on how workplace cultures, management practices and employee wellbeing initiatives can support people who may be struggling.
At a time when mental health remains a significant concern across the UK workforce, Samaritans Awareness Day serves as a reminder that meaningful conversations and attentive listening can make a real difference – and that human connection can save a life.
What is Samaritans Awareness Day?
Samaritans Awareness Day, also known as the 24/7 campaign, aims to raise awareness of the charity’s round-the-clock emotional support service and its wider mission to prevent suicide through human connection. Every 10 seconds, Samaritans responds to a call for help, providing confidential, non-judgemental support to people facing a wide range of challenges.
Alongside the 24/7 campaign, Samaritans runs its ‘Talk to Us’ campaign, which encourages people to reach out when they are struggling and reminds them that someone is always available to listen. The campaign’s central message is simple but powerful: whatever someone is facing, they do not have to face it alone.
The charity also encourages supporters to take part in fundraising and awareness activities throughout July. One of the flagship initiatives is the “24 minutes a day” challenge, where participants commit to 24 minutes of activity each day between 1 and 24 July to raise funds and awareness.
Why Suicide Awareness Matters
While many organisations have made significant progress in supporting employee mental health, suicide remains a major public health concern in the UK.
According to the latest data from the Office for National Statistics (ONS), there were 6,190 suicides registered in England and Wales during 2024, equivalent to 11.4 deaths per 100,000 people. Men continue to be disproportionately affected, with a suicide rate more than three times higher than that of women. The highest rates were recorded among men aged 50-54.
These figures represent thousands of lives lost, as well as a profound impact on families, friends, colleagues and communities. Given that many working-age adults spend a significant proportion of their time at work, employers have an important role to play in fostering environments where people feel safe discussing challenges and seeking support.
The Workplace Role in Suicide Prevention
Employers are not expected to be counsellors or mental health professionals. However, organisations can create cultures where employees feel heard, supported and connected.
Research consistently shows that feeling isolated or unable to talk about difficulties can worsen emotional distress. By promoting open conversations about mental health and equipping managers with confidence to have supportive discussions, organisations can help reduce stigma and encourage earlier intervention.
Samaritans’ message is not about having all the answers. It is about being willing to listen.
For wider discussion on the topic of suicide prevention, read our article ‘World Suicide Prevention Day: Spotting The Signs, Managing Risks And Offering Help’. The article is written to help us all be better prepared to spot the changes in behaviour that could mean that someone is having suicidal thoughts – and becoming more confident in reaching out.
Building Better Listening Skills
Good listening is one of the most valuable skills any manager or colleague can develop. Yet many of us instinctively try to solve problems rather than fully hear what someone is saying.
To become a better listener:
- Give the person your full attention and minimise distractions.
- Allow them to speak without interruption.
- Avoid rushing to offer solutions or advice.
- Use open questions such as “How have things been for you?” or “Would you like to tell me more about that?”
- Reflect back what you have heard to show understanding.
- Avoid judgement or assumptions.
- Be comfortable with pauses and silence.
Often, people simply need the opportunity to talk openly and feel genuinely heard. What’s more, you can’t become a better listener if people don’t feel comfortable talking. That’s one of the reasons we wrote an earlier blog, ‘Why It’s Good To Talk More At Work’ – all about how to make conversations happen in the workplace. It also contains tips on active listening and should be read in conjunction with this article.
And, for tips on encouraging more conversation around mental health at work, how to become more open and ways to embed this openness into workplace culture – read our article ‘Mental Health In The Workplace – How To Get The Conversation Started‘.
How to Approach Someone Who May Be Struggling
Many managers worry about saying the wrong thing. However, showing concern and starting a conversation is usually better than saying nothing.
If you notice changes in someone’s behaviour, mood or engagement, consider:
- Choosing a private and appropriate setting.
- Expressing concern based on what you have observed.
- Asking direct but compassionate questions.
- Listening carefully to their response.
- Encouraging them to access available support services, such as employee assistance programmes, occupational health or external support organisations.
- Following up after the initial conversation.
It is important to remember that asking someone whether they are struggling does not increase risk. Instead, it can provide an opportunity for them to share how they are feeling.
Supporting the #WeListen Pledge
A key part of Samaritans’ awareness activity is the #WeListen pledge, a social media movement encouraging people to become more attentive and compassionate listeners in their everyday lives.
For organisations, this presents a simple but effective way to engage employees in suicide awareness and mental wellbeing.
Ideas include:
- Encouraging leaders and managers to publicly take the #WeListen pledge.
- Sharing listening tips through internal communications channels.
- Hosting lunch-and-learn sessions on active listening and mental health conversations.
- Creating a workplace listening challenge throughout July.
- Encouraging employees to share examples of supportive conversations.
- Promoting Samaritans resources via intranet pages, newsletters and wellbeing hubs.
- Supporting fundraising activities linked to the 24/7 campaign, such as team walks, exercise challenges or 24-minute activity initiatives.
These activities can help reinforce a culture where people feel comfortable reaching out and where listening is valued as a core workplace skill. Here’s a link to Support Samaritans Awareness Day 24/7 in your workplace
Conclusion
Samaritans Awareness Day 2026 is more than a fundraising campaign. It is a reminder that suicide prevention is everyone’s responsibility, and that simple human connection can have a profound impact. By raising awareness, improving listening skills and creating supportive workplace cultures, organisations can help ensure that employees know they do not have to face difficult times alone. On 24 July and throughout the year, taking the time to listen could be one of the most important things we do.
