Last week C.A.L.M. (Campaign Against Living Miserably) marked World Suicide Prevention Day on the 10 September with the launch of their new brand refresh and above the line campaign ‘STAY’.
Alongside a suite of OOH, print, digital and social content going live across the U.K., supporting the launch of a 90 second campaign film (note: it contains reference to suicide which some people may find distressing) featuring five stories from the four corners of the U.K. – featuring real people each willing to share their personal stories and appear on camera to help tackle the stigma around mental health and suicide.
And on the morning itself, this also saw a 10-minute domination of the iconic Piccadilly Circus advertising screens, sending the message of support to millions who saw it across the U.K.
As is always the case with work for C.A.L.M., everything we do is pro-bono and in support of a cause we passionately believe in, so working around what has been an incredibly busy week in the world of PR and a relatively short turnaround, the results were nothing short of remarkable,
Taking the story, commissioned stats around the nation’s mental wellbeing and with the need to try and get the message and details of C.A.L.M. frontline services in front of as many people as possible results included meaty news and features including our images of Piccadilly Circus in Daily Telegraph‘s Picture of the Day on Friday, Sky News, Campaign and Creative Review online and a heap of regionals across the U.K. to date, with inspiring case studies and features pitched and landed across the nationals due for publication as the campaign continues to roll in.
What’s more, through a mix of hard work and discussions with high profile C.A.L.M. ambassadors, influencers and celebrities, social media was awash with support. With the likes of Romesh Ranganathan, India Harl, Matt Hales, Alex Bowen, Ramzan Miah, Peter Sawkins, Chris Barber, Juti Kongunruan and India Reynolds, all, in turn, posting in-feed images, videos and changing profile pictures to tell anyone struggling that: “Things can change.” To say: “Just stay”.
A fantastic start to an incredibly powerful new direction for C.A.L.M., we are delighted to have played our part in getting this important message out and excited to support this incredible charity on the next iteration of the campaign.
For more information about STAY, please visit thecalmzone.net. If you’re struggling or worried about someone, CALM’s helpline & webchat are open from 5pm until midnight. Call CALM on 0800 58 58 58, or chat to trained helpline staff online. No matter who you are or what you’re going through, it’s free, anonymous and confidential.