Male suicide is the UK’s single biggest killer of men under 45; every week in the UK, 84 men commit suicide. Calm, the charity that works to prevent male suicide wanted to raise awareness of the issue and push for a UK government minister to be officially responsible for suicide prevention and bereavement support. It needed an arresting and thought-provoking campaign.
Adam&EveDDB contacted street sculptor Mark Jenkins, who created replica statues of 84 real men who’d killed themselves. dressed in actual clothing from each victim. Of these, 72 statues were placed on top of the ITV tower, as if contemplating suicide, while 12 further ‘men’ stood in the This Morning studio, representing the number who die in a week. Calm 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. The campaign also partnered with Harry’s Razors, which had previously done some work involving mental health. It worked together with Calm and ITV, to launch a PR drive across media and social, providing stories, pictures and help during the campaign period. A total of 290,000 people signed Calm’s online petition and the campaign received 36,000 Twitter mentions. Calm also experienced a 34% increase in use of its helpline.
Manning Gottlieb OMD
Old People’s Home for Four-Year Olds at Christmas Manning Gottlieb
OMD collaborated with charity Age UK, Channel 4 and CPL Productions to create content that broke the taboo of older loneliness. This resulted in a Christmas special documentary, Old people’s home for four year-olds at Christmas, a twist on previous Channel 4 hit, Old people’s home for four year-olds, with a subtle focus on the reality of loneliness and Age UK’s services.
The Foo Fighters Arms: Rock ‘n’ roll ain’t gonna die
For the release of The Foo Fighters' ninth album "Concrete and Gold", the7stars had to make the rock band feel relevant in a changed UK music landscape dominated by young urban and dance artists. The Foo Fighters have always toured with a private pub backstage, a near-mythical place known fondly as 'the Foo Fighters Arms'. Inspired by the myth, the campaign brought the pub to the punters, with a rebranded and redesigned East End boozer known as ‘The Foo Fighter Arms’.
Channel 4: Sight Loss Break, RNIB
ITV, Aldi and McCann Manchester: Aldi, McCann and ITV: The Signed Break, Aldi
MediaCom: American Airlines: Wi-Fly!