CALM: Invisible opponents

Calm Against Living Miserably (CALM), a UK mental health charity, collaborated with footballer Declan Rice and boxer Tyson Fury using sport to challenge the idea that mental health is a sign of weakness through two films and social assets that showed we can tackle mental health together.

Executive summary

This isn't a traditional case study.

It didn't start with a traditional brief and it didn't end with a traditional agency.

But it is an example of the power of planning.

To identify a powerful insight. To nurture a powerful idea. To build for the short and the long-term.

The story addresses one of the biggest crises of our age.

Every week, 125 people die from suicide in the UK. 75% of them are men.

The Invisible Opponent is a campaign that tried to change these statistics.

By using sport to encourage men to start conversations that are...

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Insights Team
Bray Leino

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