The Samaritans beat off stiff competition from children's charity Barnardo's to walk away with the accolade of Best Charity Advertisement at an awards ceremony in London. The "friendly
advertising image titled "Big Ears", designed by advertising agency Ogilvy %26 Mather, won the Silver award over "shock tactic
ads for Barnardo's in the category, which was sponsored by Third Sector. Barnardo's was among the finalists in the category, with two creative executions called "Drown
and "Prostitute". John Hegarty, group chairman of the Campaign Press Advertising Awards 2002, said: "The ad won over the others because it said what The Samaritans is about by using a friendly and unthreatening image."