CALM Missed Birthdays

the7stars, Adam & Eve/DDB, Hope & Glory, Mail Metro Media, DCM, Pearl & Dean, Clearchannel, JCDeceaux, Reach and ITV

Client: CALM

With Suicide now the leading cause of death for people under 34, CALM created ‘Missed Birthdays’, a campaign to raise awareness of this horrific issue with an experiential installation at its heart. A total of 6,929 balloons (one for each person) were shown hanging in the atrium of the shopping centre, each one indicating a birthday a young person did not get to celebrate, with some displaying ages as young as 16.