Ireland’s dairy sector drives new rural mental health campaign

Around 500 milk trucks and agri-feed vehicles owned by some of the country’s largest co-operatives will carry Samaritans helpline signage

Dairy Farmer Peter Hynes pictured at the launch of a new mental health campaign between Ireland’s milk co-operatives and suicide prevention charity Samaritans in Aherla, Cork. Photo: Clare Keogh

Ireland’s dairy sector is driving a rural mental health campaign by featuring Samaritans’ helpline signage on the hundreds of milk tankers travelling across the countryside each day.

The new partnership with milk processors - who are all members of the Ibec group Dairy Industry Ireland (DII) - aims to raise awareness of Samaritans freephone number 116 123 among farmers and other people in rural Ireland, especially those living or working in isolation and prompt conversations about mental health.