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...