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Suicidal Doesn’t Always Look Suicidal


CALM’s new campaign. Image from Youtube

This article goes out freely.

CALM released their new campaign with a powerful message on suicide. The smiling, happy faces of the people in the homemade movies were to be their last.

The movies lean towards men. Statistics now show that on average 125 people die per week by suicide, 94 of which are men. Men don’t talk often enough about how they feel. It’s important to talk. Ask your friend. Speak to your companions. Don’t just walk away when they say ‘it’s all good’. Be involved.

On the surface, everything appears to be normal.

But that often isn’t the case.

“Although not everybody’s experienced suicide, I think you have an idea in your head about what this person must appear like — they’re probably reclusive, they’re probably not going out as much .. the reality is that’s not always the case,” says adam&eveDDB ECD Ant Nelson. “This is the strongest thing with the voice recordings of the families that say ‘I just didn’t see it’… This is something we just have to tell people, that sometimes there are no signs … we just need to keep checking on people.” Source Creative Review

125 die by suicide every week in the UK. CALM exists to change this. Find out how you can help save a life ➡️

Agency: adam&eveDDB
CCO: Richard Brim
ECDs: Ant Nelson, Mike Sutherland
Creatives: Andy Clough, Richard McGrann
Director: Max Fisher
Exhibitions Design Director: Ben Kearns
Digital designers: Mauricio Brandt (C&A), Sam Butler (C&A)



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