Dublin Samaritans and Joe Caslin Use Japanese Art to Mend the Cracks

The Dublin Samaritans with TBWA\ DUBLIN have launched a powerful campaign to show how talking and being listened to helps the process of mending by drawing a comparison to the artistic practice of Kintsugi. Involving a mural by artist Joe Caslin, this ancient Japanese art is brought to life through a visual metaphor to drive awareness of the Samaritan’s round-the-clock provision of services and support to those who need it most.       

Kintsugi, a centuries-old artistic practice meaning ‘golden joinery’, involves repairing ceramics that have fallen into disrepair with lacquer and gold. Our lives can be similarly infused with fragility, setbacks and unpredictability - even at the best of times. But our lives much like the ceramics can be repaired and pieced back together with even more beauty. TBWA\Dublin saw parallels between this idea and the vital service provided by the Dublin Samaritans. Talking, and being listened to, can be what pieces things back together. In addition to embracing an openness towards cracks that might have appeared in ourselves, these thoughts are the cornerstone of the Dublin Samaritans - seen through their team of volunteers to listen without judgement, 24/7. 

This idea influenced and informed the campaign’s execution as well. Artist Joe Caslin created a portrait of Daragh Fleming onto a wall on Montague Lane that was specifically chosen for its pre-existing cracks. For the timespan of a week the public, as they travelled through the busy walkway, saw it as just a cracked mural. It was only after that week that the cracks were filled with gold, transforming the portrait into something more than a sum of its parts, and enforcing the message that cracks can be more than repaired through talking, and being listened to, by the Dublin Samaritans. 

Bolt, TBWA\DUBLIN’s in-house production company, tells this story through a 60” hero video, in which it is clear the Dublin Samaritans have touched the lives of many. The poem accompanying the video is written and read by Daragh, who is the subject of the portrait, and has in the past used the services provided by the Dublin Samaritans. Electronic musician and DJ-duo Bicep also generously provided their track, free of charge. 

“Dublin Samaritans gives so many people a listening ear, some time to be free of judgement, and to be themselves - cracks and all. These rifts and fractures contribute to our being. They're not something to be ashamed of, but it's part of the history that forms who we are each day. Whether it's the cracks in a building like the ones in our mural, or the cracks in oneself, each one has a story. And Dublin Samaritans is open to listening to each and every story along the streets of Dublin. And that's what led us to our campaign, Talking Can Help Mend. And we'd like to thank everyone who lent a helping hand, and an ear, along the way.” said Leona Smyth, art director. 

Yvonne Caplice, business director said, “We all have been broken along the way - some of us experience it for longer, some of us experience it deeper, and some of us are broken right now. We must be mindful that being broken is a natural part of our human experience - and speaking about it helps. It is crucial that we eliminate the shame associated with our struggles and empower people to express themselves openly.” 

Joe Caslin, artist said, “From day one that I’ve been involved with this project  it’s really been one of passion for me. It’s much needed, bringing attention and awareness to something that still has the residue of shame and stigma about it. Art has always been a powerful tool to break open subjects and get people to see things in a new light - and that’s exactly what we’ve done here.”

Olwyn Greene, director of awareness for Dublin Samaritans said, “From the first day that TBWA presented this concept as the new Awareness campaign for Dublin Samaritans, I loved it . The symbolism is so powerful. We are embracing our imperfections. We are becoming more valuable because of facing and overcoming our difficulties.”

At a time of severe cost of living crisis, and global conflict, there are a multitude of factors that can impact mental health. St. Patrick’s Mental Health Services’s 2022 survey revealed that 22% of people in Ireland would perceive it as a sign of weakness if they sought help for their mental health. Meanwhile, only 6% would consider it a weakness if a friend sought help. It’s this disparity that TBWA\Dublin and the Dublin Samaritans want to help tackle with this campaign, and to encourage anyone struggling, anywhere, to treat themselves with the same compassion that they might give more readily to others. 

In addition to the mural, the campaign rolls out on social, DOOH and radio.