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 Miserably Advertiser: The Campaign Against Living Miserably Entrant: adam&eveDDB Principal author(s): Will Grundy, adam&eveDDB Contributing 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

It should come as no surprise to hear that the UK - famed for its 'stiff upper lip' – has an acute problem talking about death. 72%feel uncomfortable talking about dying, death and bereavement, even though 71% recognise doing so would be beneficial. – to themselves, and society as a whole.