ADVERTISING

CALM

This is Not a Drill

Agency: T&Pm

Description

CALM and The British Arrows partners with T&Pm for the campaign

T&Pm, in collaboration with suicide prevention charity Campaign Against Living Miserably (CALM), has unveiled a bold new campaign titled 'This Is Not A Drill' that addresses a critical issue among gen z: the difficulty of speaking out about their own mental health. The campaign, which features a unique blend of drill music, comedy, and sharp lyrics, is designed to raise awareness and provide practical guidance on how to recognise the signs that someone may be struggling, based on CALM's ‘Worried About Someone’ guide.

The new series, which was born from a competition run by The British Arrows Young Arrows, was created by T&Pm creatives, Arnold Jorge, Osagie Samuel and Gareth Ellis. The project combines the raw energy of drill music with a light-hearted approach to tackle the serious issue of mental health in a way that resonates with younger audiences.

The campaign features an original drill track produced by Carns Hill, one of the leading figures in UK drill music, and performances by Kadeem Ramsay (Top Boy) and Jordan Stephens (Rizzle Kicks). The series of films, produced by Common People Films, is aimed at helping a new generation of young people who are statistically the least likely to reach out for help with their own mental health - recognise when someone close to them may be struggling.

"As someone who’s struggled with their own mental health, I know just how important it is to raise awareness on topics such as suicide, depression and anxiety," said Arnold Jorge, one of the creators of the series. “So being able to do that in such a unique and authentic way, through the power of music and comedy is such a blessing. I hope that through this project, many people will be able to spot the signs and support their friends who need it.”

The series also highlights a striking statistic: 18-24-year-olds, while vocal about others’ mental health, are the least likely to seek support for themselves. According to data from CALM’s 'Open Up' campaign, over half of young adults in this age group (53%) feel unsure about starting a conversation about their own mental health, compared to just 33% of those aged 25 and older.

Osagie Samuel, creative at T&Pm and one of the creators of the series, explained, “We conceived the idea as a way to treat the signs of people in trouble as an emergency - using hard-hitting music and humour to deliver the message. The importance of ‘This Is Not A Drill’ became even more personal when my friend and creative partner, Gareth, sadly passed away during the making of this project.”

Simon Gunning, CEO of CALM, commented, “As a society, we assume young people are going to be the most equipped to ask for help when they need it, but we now know that they often suffer in silence. ‘This Is Not A Drill’ is therapy by stealth, brilliantly showing the do's and don’ts of really being there for a mate - and putting a great, beaming smile on your face at the same time through its sheer brilliance.”

Toby Allen, chief creative officer at T&Pm, said, “Mental health is such a critical issue for our generation, but we need to find different ways to start the conversation, especially on Social. Who’d have thought drill music could do that? We hope ‘This Is Not A Drill’ becomes a turning point in how we talk about mental health, and look out for our friends.”

The project also marks a significant milestone for T&Pm and the British Arrows Young Arrows, which saw this winning idea come to life through a competitive open brief. Lisa Lavender, managing director of British Arrows, added, “It was an absolute pleasure to support CALM’s mission through the Young Arrows competition. The calibre of work was outstanding, and This Is Not A Drill immediately stood out. We're thrilled to have played a part in bringing this powerful message to life.”

The campaign is available to watch across multiple platforms, including TikTok and Instagram, where it is being shared as a series of snackable, yet impactful, films. The series is a critical resource for anyone looking to understand how to support friends and loved ones who may be struggling with their mental health.

This professional campaign titled 'This is Not a Drill' was published in United Kingdom in January, 2025. It was created for the brand: CALM, by ad agency: T&Pm. This Film and Integrated media campaign is related to the Health industry and contains 1 media asset. It was submitted 27 days ago.

Credits

Brand: CALM
Client: Sarah McGuire

Agency / Creative: T&Pm
Creative: Osagie Samuel
Creative: Arnold Jorge
Creative: Gareth Ellis
Chief Creative Officer: Toby Allen
Creative Director: Mark Daw
Head of Production: Charles Crisp
Producer: Carla Sandhu
Account Director: Misbah Husain

Production: Get Set Hire
Production: Common People
Director: Kevin Hudson
Producer: Erin Sullivan
Executive Producer: Ramy Dance
Executive Producer: Tony Roberts
Executive Producer: Mel Sylvester
1st AD: Sue King
2nd AD: Lulu Chaps
Supervisor: Roxanne Maguire
Production Manager: Aaron Briggs
Production Manager: Emma Stevens Broyd

Director of Photography: Dominic Lake
Camera Operator: Arran Green
Camera Operator: Devan Clarke-Sheward
1st AC: Oli Robertshaw
2nd AC: Jasper Maberly
2nd AC: Connor James Pearce
Grip: Tom Trevail
Grip: Danny Martin
Gaffer: Charlie Lodge
Gaffer: Sam Saunders
Electrician: Justin Cheung
Electrician: James Brooker

Sound: Hugo Berry
Stylist: Ollie Dunn
Stylist: Libby Marsden
Hair and Makeup: Temi Adelekan
Hair and Makeup: Paige Cole
Hair and Makeup: Carla Todirau
Hair and Makeup: Megan Goram

Production Designer: Nuha Mekki
Art Director: Amelia Tavenner
Art Assistant: Emilia Mendez
Runner: Omer Burhan
Runner: Oli Nichol
Runner: Billy Daisley
Runner: Bradlee Anthony-Wetherill

Photographer: Jeaniq Amihyia
Casting: Thomas Adams Casting
Location Scout: Mike Glynn
Camera Operator: ARRI Rental

Post Production / VFX: Electric Theatre Collective
Executive Producer: Vic Lovejoy
Coordinator: Ryley King
Colourist: Megan Lee
Colour Executive Producer: Olly Whitworth
2D Lead: Gary Driver
2D Lead: Ahmed El-Azma
Compositing: Tijan Holder
Executive Producer: Gemma Humphries
Post Production: Rishika Das
VFX Artist: Kanhiya Ponia
VFX Artist: Asha Parakkal
VFX Artist: Manthan Fale

Editorial: tenthree
Editor: Dave Robinson
Producer: Maya Kilic

Music / Sound: Factory Studios
Music Producer: Emily Thomas
Sound Engineer: Josh Campbell
Sound Engineer: Andy Isaias

Music / Sound: Just Audio

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