Project 84 - Calm
ITV’s work on Project 84 had a two-fold aim: to raise awareness of male suicide among the public and get the UK Parliament to consider appointing a government minister officially responsible for suicide prevention and bereavement support.
ITV worked with Calm, a charity dedicated to preventing male suicide, to highlight the depth of the problem - male suicide is the UK’s single biggest killer of men under 45, with 84 men taking their own lives every week.
The launch had to be arresting, literally stopping people in their tracks. ITV and Calm worked with Adam&EveDDB to create 84 statues of real male suicide victims, standing on top of ITV’s Studio tower, overlooking the Thames and in the sight line of Parliament. These were cast by sculptor Mark Jenkins with the men’s real-life stories building content and encouraging discussion and understanding across ITV channels and shows.
The campaign launched live on March 26 2018 on This Morning. Each day that week, This Morning interviewed friends and family of some of the deceased. ITV and Calm launched a PR campaign across media and social outlets, providing stories, pictures and help. ITV also worked with shaving firm Harry’s Razors, which had previously done some work on mental health issues, bringing its association to life through editorial and airtime around the This Morning show.
The campaign was seen by 22 million people and 290,000 signed Calm’s petition to Parliament.
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