Brand: CALM & TOPMAN
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.