CALM (Campaign Against Living Miserably) is a charity dedicated to preventing male suicide, the UK's single biggest killer of men under 45.


CALM wanted to launch a new campaign to:

1. Get the nation talking openly about this huge national taboo

2. Get the UK Parliament discussing the issue too, and consider appointing a new government minister officially responsible for suicide prevention and bereavement support

A serendipitous meeting between ITV and CALM led to a head-turning launch, which kick-started conversations in Westminster and around the UK.


84 men commit suicide each week. That's 12 men every day. It's a shocking statistic but, like most facts, it doesn't have impact until it's brought to life.


ITV, CALM, Adam & Eve DDB had an idea to launch with a graphic and attention-grabbing visual stunt. We would create 84 statues, of real male suicide victims, to stand on top of ITV's Studio tower, overlooking the Thames, and in the sight line of Parliament.

We'd use each of their real-life stories to build content and encourage discussion and understanding across ITV channels and shows.


290k People signed CALM's online petition and Jeremy Corbyn raised questions in parliament

2bn Pieces of earned media

7 Awards won at Cannes for the campaign (2 Gold Lions, 4 Silvers and 1 Bronze)

2mm People saw the campaign

project 84 (2)
project 84 1
The publicity resulted in the largest ever conversation about male suicide in the UK and we've seen a 34% increase in the use of our helpline and a similar rise in contacts to CALM. I am sure lives have been saved as a result of Project 84. Simon Gunning, CEO CALM

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