Grand Prix Winner, ITV Project 84, Calm
The Grand Prix is awarded to the category winner that, in the judges' opinion, stands out above all the rest. It cannot be entered for directly.
ITV’s campaign for Calm, the charity that aims to prevent male suicide, was devised in collaboration with agency Adam&EveDDB, street sculptor Mark Jenkins and Harry’s Razors and won three categories at this year’s awards. The campaign wanted to raise awareness of the taboo of male suicide among the public and demand that a UK government minister be officially responsible for suicide prevention and bereavement support. The activation brought to life a shocking statistic - that 84 men take their own lives every week in the UK.
Jenkins created replica statues of 84 real men who’d killed themselves in the same week, each dressed in actual clothing from each victim. 72 statues were placed on top of ITV’s tower, as if contemplating suicide, while 12 further men stood on the This Morning studio, representing the 12 men who kill themselves every day. The project was launched on This Morning, with experts from Calm and This Morning’s own team sharing their experiences and offering medical, professional and personal advice. Calm also took over the Southbank walkway to explain the campaign, handing out leaflets sharing advice on maintaining good mental health and who to contact for support. Harry’s Razors, which had previously done work on mental health, brought its association to life through editorial, airtime and bumpers around the This Morning show. Jeremy Corbyn raised questions in Parliament, and 290k people signed Calm’s online petition, while 22 million people saw the campaign.