The Campaign Against Living Miserably: Breaking the silence – How an image, not an ad, transformed the way the UK treats male suicide

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

Campaign details

Brand: The Campaign Against Living MiserablyAdvertiser: The Campaign Against Living MiserablyEntrant: adam&eveDDBPrincipal author(s): Will Grundy, adam&eveDDBContributing author(s): Tom Roach, Martin Beverley, Sarah Carter, Nic English and Luke Williams, adam&eveDDB, Ben Hawley and Dipika Saggi, CALM and Dr. Grace Kite, Gracious Economics

Introduction

'Project 84 changed everything. It changed the gearing of CALM like nothing before it.1'

So wrote James Scroggs, Chair of Trustees for the Campaign Against Living Miserably, in the organisation's 2018-19 Annual Report.

This paper aims to do justice to his words.

It will demonstrate...

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