The Campaign Against Living Miserably is targeted at young men aged between 15-35. The campaign offers help, information and advice via a phone and web service. Anyone, regardless of age, gender or geographic location can call the line.The campaign was launched as a pilot by the Dept of Health in Manchester on Dec 15th 1997, and then rolled to Merseyside, Cumbria and later Luton & Bedfordshire. In 2004 the Dept of Health announced the end of the pilot. However, those involved on the ground felt it was important the line was continued, and CALM, the charity was launched March 31st 2006 with ads on MTV and posters and billboards provided by JCDecaux, Clear Channel and Viacom across England in April and May 2006.
Working with people from the music, sport and club scenes, CALM encourages young men to ‘open up’ and sort out their problems. CALM has a strong and very real presence through club flyers, posters, beermats, gigs and in the media.
There are many reasons why young men need a campaign like CALM. Everyone has their own life, with different interests, circumstances, pressures and problems. But men aren’t supposed to talk about stuff, so it can be hard to know where or who to go for help when life gets on top of them.
Here is a graph showing the suicide trends on Merseyside, CALM launched there in 2000.
On Merseyside we have now seen a 55% reduction in young male suicide.