CALM - Project 84


CALM - Project 84, adam&eveDDB with Campaign Against Living Miserably (CALM)
Suicide is the biggest killer of men under the age of 45 in the UK. This is unacceptable. We wanted to create something that stopped the public and government in their tracks and made them pay attention to the severity of the problem. From this need, Project 84 was born.

We created 84 hyper-realistic sculptures, representing the lives lost to suicide every week in the UK. Each sculpture was made by bereaved friends and families, with the help of street artist, Mark Jenkins. The sculptures were displayed atop ITV’s Southbank tower and supported with a week of mental health programming on This Morning. In seven days, one of the most taboo issues was the topic of conversations around the world, and the associated petition to make suicide a ministerial responsibility led to a parliamentary discussion of the campaign.

As part of World Mental Health Day in 2018, Theresa May announced the appointment of the first UK Minister for Suicide Prevention, at the inaugural Global Ministerial Mental Health Summit. Project 84 placed the issue firmly and unavoidably on the public and political agenda, and with no allocated media spend, every pound saved was money spent directly on helping men in crisis.

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)