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Project 84
Agency CALM - Campaign Against Living Miserably / London + adam&eveDDB / London + This Morning, ITV / London
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Category
Data Visualization / Static or Dynamic
Annual ID
OS_DE19045G
About the Work
Suicide is the biggest killer of men under 45. 75% of suicides are male. 12 lives are lost every single day. The statistics are endless. So how do you get people to truly understand the severity of the problem and start talking about it? We created 84 individual sculptures, representing the number of lives lost to suicide every week in the UK. Each sculpture was made by bereaved families with American street artist, Mark Jenkins, and displayed atop ITV’s iconic Southbank tower. Supported by a week of mental health programming on ITV’s This Morning, the campaign drove people to CALM for support, and a petition to make male suicide a ministerial responsibility. The campaign drove an increase of 34% in demand for the helpline and webchat support, and the associated government petition gained worldwide attention. On World Mental Health Day, the world’s first ever Minister for Suicide Prevention was appointed.
2019 Awards
Total Points: 25
Gold Pencil
Credits
Agency
adam&eveDDB / London
PR / Marketing Agency
W Communications / London
Client / Brand
CALM - Campaign Against Living Miserably / London
Production Company
cain&abel / London
This Morning, ITV / London
Strong & Co / London
Chief Creative Officer
Richard Brim
Designer
Scott Silvey
Director
Robert Spary-Smith
Director of Photography
Jacinta Crane
Editor
Martin Frizell
Executive Creative Director
Ant Nelson
Mike Sutherland
Social Media Manager
Viki Bingham
Strategist
Will Grundy
Account Team
Chris Jackson
Adam Patel
Bianca Dubois
Jemma Georgiou
Jo Farrelly
Sara Nuwar
Stuart Henderson
Grace Henwood
Jamie Weeks
Jj Haigh
Oliver Gleb
Tim LeBreton
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