Calm - Campaign Against Living Miserably: Campaign Against Living Miserably (CALM)

Credits & Description:

Brand CALM
Entrant ADAM&EVEDDB LONDON
adam&eveDDB London, United Kingdom Entrant Company
adam&eveDDB London, United Kingdom Idea Creation
W COMMUNICATIONS London, United Kingdom PR
Ben Priest adam&eveDDB Group Chief Creative Officer
Richard Brim adam&eveDDB Chief Creative Officer
Ant Nelson, Mike Sutherland adam&eveDDB Deputy Executive Creative Directors
Will Grundy adam&eveDDB Planning Director:
Emilie Verlander adam&eveDDB Producer
Chris Jackson adam&eveDDB Business Director
Adam Patel adam&eveDDB Account Manager
Jake Gidley adam&eveDDB Account Executive
Rumit Shah adam&eveDDB Digital Producer
Viki Bingham adam&eveDDB Social Content Creative
Alex Fairman adam&eveDDB Head of Design
Scott Silvey adam&eveDDB Designer
Simon Gunning CALM CEO
Ben Hawley CALM Campaigns Director
Robert Spary-Smith cain&abel Director
Jacinta Crane cain&abel Photographer
Stuart Henderson cain&abel Producer
Deborah Armstrong Strong&Co. CEO
Simon Vaughn Strong&Co. Project Manager
Warren Johnson W Founder & CEO
Grace Henwood W Associate Director
: Jamie Weeks w Account Director
JJ Haigh W Account Manager
Oliver Gelb W Account Manager
Tim LeBreton W Senior Account Executive
Synopsis
84 men a week take their own lives in the UK. That’s over four thousand lives that are tragically lost each year. Yet, no one was talking about it. This was unacceptable and we wanted to do something to change this. We wanted to create something that stopped people in their tracks and made them pay attention.
Outcome
A week after launch, we had achieved more than 2.1 billion earned media reach. Furthermore, the campaign sparked conversation on social media with 170 million Twitter impressions, we received 220,000 signatures on the Change.org petition to the Secretary of Health, and most importantly, we received a 34% increase in demand for the helpline and webchat support in the 2 weeks following the launch compared to the weekly average prior.
Execution
At the heart of the execution were 84 statues placed atop the ITV tower representing the 84 men who take their lives every single week. Across a series of workshops, bereaved families were guided in American street artist Mark Jenkins’ signature tape casting technique to produce the hyper-realistic figures, which were then clothed in drawn-shut hoodies to highlight the isolation often experienced by those facing depression and the way so many men suffer in silence. Through forging a partnership with ITV's This Morning who devoted a week of programming to Project 84 and male suicide, alongside films seeded on social media and a forcible PR approach, the campaign drove people to the CALM helpline/website to find much needed support. It also allowed them to scratch beneath the surface of the heartbreaking stories associated with each figure, and to sign the petition leading to a parliamentary discussion of the Project.

Campaign Description
In the UK, suicide is the single-biggest killer of men under 45. Despite this, suicide remains a stigmatised, silent killer which is not talked about in the media, and which is under-acknowledged by culture at large with people being unable to appreciate and unwilling to address the magnitude of the problem. By creating 84 individual sculptures representing men who have lost their lives to suicide and placing them atop the ITV Tower on London's Southbank, our campaign sought to break the silence around male suicide through channels that made the topic as real, human and visible as possible.