CALM: The Lock-In

Campaign Against Living Miserably (CALM), a charity, launched a campaign on Instagram to raise spirits during lockdown and reach out to those who struggled with their mental health.

In Brief

If you wondered where all the "stream live entertainment on Instagram" campaigns started, read on...

Calls to CALM - the Campaign Against Living Miserably - were up by 37% in the early days of the lockdown.

Hope&Glory came up with the idea of the CALM Lock-In, an evening of music and comedy streamed across a host of artists' channels between 5.00pm and 12.00am, matching the times that the CALM helpline is open.

Seven hours and 19 live performances, 130 posts, 150 pieces of media coverage and 13 million social media reach and we'd started something of a lockdown...

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