Campaign details

Agency: W

Objectives and budget

Mental health is being talked about more which is hugely positive for all those who have been seeking to break the taboos attached to it. As a leading UK charity working in men's welfare issues, CALM wanted to stand out on World Mental Health Day with a campaign to raise awareness that suicide remains the biggest killer of young men aged under 45.

The key objective was to drive fame for CALM and its core message - encouraging men to speak freely about depression, anxiety and suicidal thoughts - to be achieved through:

  • National media coverage.
  • Social media conversation.
  • Increased visits to the CALM website.
  • Budget: Pro-bono (all production costs were covered by TOPMAN).

Target audience and strategy

Target audience: young men aged 16- to 45-years-old.