The Samaritans are a UK charity that provide counselling over the phone to anyone that calls at any time. Google has decided to give them a free slot on the site in response to identifying increased searchers for “suicide” in their search engine.
Here is how it looks (could change in the future, when you are reading this):
It is very simple – it provides a telephone number. Note that unlike all their other advertising there is no web link. The Samaritans do have a website – www.samaritans.org – but prefer to be able to speak to people direct, this is where their core counselling skills lie.
Many webmasters often complain about how Google is constantly changes the rules in how it displays adverts and search listings, how it shakes up the index and is only interested in its own pocket. This is another insight into how Google really does want to help people. Simple, and hopefully effective enough to save a few lives.