Campaign Against Living Miserably (CALM), a charity dedicated to preventing male suicide, wanted to bring the issue to the front of people’s minds. Despite the fact that 84 men a week take their own lives in the UK, amounting to more than four thousand lives tragically lost each year, male suicide is not acknowledged enough in the media, while people are unwilling to discuss the issue.
Calm used media channels that made the topic as real, human and visible as possible. Across a series of workshops, bereaved families were guided in American street artist Mark Jenkins’ signature tape casting technique to produce 84 hyper-realistic figures, representing the number of men who take their own lives each week. This artwork was then displayed on top of ITV’s Southbank tower.
ITV's This Morning devoted a week of programming to Project 84 and male suicide, directing people to Calm’s website for support and further information and encouraging them to sign a grassroots Change.org petition to make male suicide and bereavement a ministerial responsibility, leading to a parliamentary discussion of the Project.
A week after launch, male suicide was the topic of conversations around the world, with the campaign achieving more than 2.1 billion earned media reach, and driving an increase of 34% in demand for Calm’s helpline and webchat support. The petition gained worldwide attention, receiving 390K signatures and leading to the appointment of the world’s first ever Minister for Suicide Prevention.
Senior Planner/Strategist: Will Grundy (adam&eveDDB)
Creative Agency: adam&eveDDB
Relevant Media or Brand Manager: Simon Gunning (CEO - CALM), Ben Hawley (Campaigns Director - CALM)