Core disciplines: Advertising/Creative, Digital, Social



1800% increase in 18-24 year olds visiting the CALM website

120m million social impressions in 48 hours

10 million impacts across OOH, digital display and print

Total reach of over 3 billion across all channels



Brand Context

Mental Health is being talked about more and more, which is brilliant news for all mental health charities, yet shockingly, suicide remains the biggest killer of men under 45 in the UK. The brief for World Mental Health Day was to cut through the worthy and nuanced conversations and engage young men with disruption and provocative humour instead. We wanted them to understand a simple message; that it’s ludicrous to bottle up emotions as it can have dire consequences.


Insight/ Strategy

Our research showed that 84% of men in the UK bottle up their emotions, with nearly half saying they suppress their emotions at least once a day. CALM believed that if men felt relaxed enough to ask and find help when they need it then hundreds of male suicides could be prevented. The causes of depression are cultural, reinforced at times by us all. We set out to shift the cultural norms around male emotions. These expectations – amongst men and women – are very personal indeed. People need to see and feel that the problem is in all of us. Very carefully, we set out to provoke.



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