CALM: The picture worth a thousand ads

The Campaign Against Living Miserably (CALM), a charity, created a striking public installation in the UK to increase awareness of male suicide and suicide prevention.

Campaign details

Brand: CALMClient: CALMAgency: adam&eveDDB London

Executive Summary

I want to apologize in advance if what you read next darkens your mood, sours your evening, or puts a cloud over your weekend.

Because this isn't a paper about brands, or brilliant advertising.

It's about men killing themselves.

Specifically, it's about the 84 men who, every single week, find themselves in a place so dark that they take their own lives.

That figure makes suicide the single biggest killer of men under 45 in this country.

And yet, until March 2018, it was a figure nobody...

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