CALM: Project 84

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

Campaign details

Advertiser: CALMBrand: CALMAgency: adam&eveDDB LondonCountry: United Kingdom

Objectives

Suicide is the single-biggest killer of men under 45 in the UK. 84 men take their lives every single week. More men die at their own hands, than through cancer, or heart problems, or car accidents. It costs the British economy over £20 million every single day.

But from men and women on the street, all the way up to those in government, it's an issue nobody wants to talk about. This stigmatises the issue further, driving men in crisis underground – leaving...

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