The Campaign Against Living Miserably (CALM) – which is leading a movement against suicide, the single biggest killer of men under 45 in the UK – launched a hard-hitting visual advertising campaign in partnership with adam&eveDDB and Ocean Outdoor.
The ‘Call For Help’ campaign demonstrates the number of calls answered by CALM daily and aims to remove the stigma of reaching out and calling for help, while encouraging people to visit the charity’s website and learn about how they can ensure no call goes unanswered.
Activated via a series of OOH digital displays and billboards across London, Manchester and Birmingham, connected live to CALM’s free and anonymous helpline, the campaign mirrors the incoming calls in real time, showcasing how many people are opening up and receiving support from CALM every day. By showing the number of calls being answered in real time throughout the duration of the campaign’s OOH execution, CALM’s aim is to not only engage with a wide audience, but to highlight CALM’s services and empower those in crisis to pick up the phone.
From 5pm on 16 April, a static ad linked to CALM’s helpline will be interrupted every time a call is answered, alerting passers-by with a loud ringtone to capture their attention. The screens will switch to a ‘call in progress’ phone screen, demonstrating in real time how many calls are being answered. It will also emphasise the immediacy with which people can be helped when they’re experiencing a difficult time.
Outdoor advertisement created by DDB, United Kingdom for CALM, within the category: Public Interest, NGO.
Chief Creative Officer: Richard Brim
Executive Creative Directors: Ant Nelson, Mike Sutherland
Creatives: Zoe Nash, Sali Horsey
Head of Integrated Production: Cave Ellson
Producers: Emilie Verlander, Budr Elnusairi
Planner: Will Grundy
CEO: Tammy Einav, Mat Goff
Business Director: Chris Jackson
Account Director: Adam Patel
Account Executive: Clive Olamiju
Project Manager: Bianca Dubois
Production Company: cain&abel
Executive Producer: Lauren O’Shea
Producer: Leanne Tarvin
Production Assistants: Dominique Toussaint, Georgina Haslam
Designer: Megan Young
Animator: Hashir Khan
Resource Manager: Nicola Shanks
Camera/Edit Assistant: Daniel Boulton
Designer: Hash Milan
Editor: Simon Pearson
Digital Production Company: Gutenberg
Head of Digital Delivery: Terry Pigott
Head of Tech: Yiannis Poulakas
Developer: Jack Christian
Media Agency: Ocean Outdoor
Director of Ocean Labs: Catherine Morgan
Creative Solutions: Xavier Keenan
Project Manager: Melanie Blood
PR Agency: W Communications
Founder & CEO: Warren Johnson
Associate Director: Grace Henwood
Account Director: Jamie Weeks
Senior Account Manager: Sarah Rice
Account Manager: Tim LeBreton
Senior Account Executive: James Porter