We work with partners across many varied sectors for mutual benefit, raising awareness, building engagement and prompting action.
Think less shaking tins in a downpour, more doing what you love and making a real impact. Whatever your brand is passionate about, the possibilities of a CALM partnership are endless, from advertising and product collaboration to social media and PR.
CALM campaigns make the world sit up and listen, but they also work hard for your business. In fact, according to Kantar, progressive advertising creates 37% more brand impact.
But don’t take our word for it, our campaigns speak for themselves:
Topshop/Topman partnered with CALM in 2019 for a multi-year partnership. The collaboration kicked off at London Fashion Week Men’s with The Common Room – a space designed to encourage rejuvenation, recreation and communication in the fashion industry. Over three days, the venue hosted a schedule of fashion industry leaders, writers and models.
Then, to mark World Mental Health Day, the partnership reached new heights, with the Topshop/Topman X CALM #LetWhatsInsideOut campaign turning ‘handle with care’ on its head and putting mental wellbeing front and centre.
10,000 products hit the shelves in Topshop/Topman carrying an important message on the care label, and positive messaging built into garment design. More activations are planned for 2019 and 2020 to ensure Handle With Care maintains freshness and impact.
Harry's and ITV: Project 84
In March 2018 we worked with Harry’s and ITV to launch #Project84. Alongside families bereaved by suicide and renowned artist Mark Jenkins, we galvanised public awareness of the tragic male suicide rate with an arresting piece of public art that towered over London.
The evocative installation stood on top of ITV Towers. It forced the world to stop, think and most importantly act. We got millions talking about suicide in homes, workplaces and even Parliament. 400,000 people signed our petition for government action on suicide, and it resulted in the government appointing the world’s first ever Minister for Suicide Prevention. The campaign received 2.1 billion earned media reach in 7 days and calls to our helpline increased 34%. It also received 7 Cannes Lions, the Media Week Grand Prix, and four Clios.
We launched our partnership with UKTV channel Dave in 2018, with a 4 minute ad break takeover voiced by comedian James Acaster. Our Be The Mate You’d Want campaign encouraged viewers to look after each other through small gestures. It combined on-air promos, print, outdoor and radio ads, as well as social media activity, and helped us to reach 14 million adults in the first month alone. Future plans for CALM and UKTV include more on-air content, events, and commissioned programming.
L’Eau de Chris – a premium bottled mineral water infused with traces of Chris Hughes’ very own tears shocked the world via social media. In actual fact, it was a guise for #DontBottleItUp – a campaign that brought together Chris Hughes, the Campaign Against Living Miserably and Topman to encourage men to be more open about their emotions.
Launched on World Mental Health Day 2017, the campaign featured in over 110 pieces of coverage in national news, supplements, celebrity lifestyle titles and broadcast media including The Sun, Daily Mail, Shortlist, Glamour, OK!, This Morning and Sky News. The campaign achieved over 120 million social impressions, and also received 2 PR awards, a D&AD award, and was nominated for a Cannes Lion.
In partnership with London-based barber chain Murdock, and their #MoreThanABarber campaign, we created materials and trained staff with Mental Health First Aid skills to support their colleagues and customers. With in-store bespoke products and messaging, along with an online campaign to raise awareness, we were also able to generate funds to support our life saving helpline. Over 5,000 people donated when visiting Murdock and we aim to reach thousands more with an expanded programme launching in 2020.
CALM campaigns not only fund life-saving services, but help raise awareness of suicide and change the culture surrounding it. Back in 2015 we partnered with Lynx to put suicide on the news agenda. Capitalising on the social interest in topics like reality TV and memes, CALM and Lynx asked social media users to engage with important issues by directly comparing the trending topics of the day to the startling stats and information surrounding suicide.
Digital poster sites and social feeds were updated in real time to chart major conversation topics and trends, and build campaign awareness. We saw an incredible 45% shift in issue awareness, and a social reach of 23 million. The campaign also resulted in a historic parliamentary debate in November 2015.