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Brand Partnerships

Brand Partnerships

We work with brands and partners across industries and sectors to create culture changing campaigns, compelling content and raise awareness.

We’re taking our own advice and asking for help when we need it. Right now, our helpline staff are supporting more people than ever – taking more calls and answering more webchats. In short, we’re busier than ever before. Literally. Here’s how that looks in numbers:

37% increase in daily calls to CALM’s helpline last week

50 suicides directly prevented by CALM each month, on average

£8 How much it costs to fund one life-saving call to CALM

Of course we’re still here to chat about how we can partner with brands going forward when we all come out the other side, developing great long-term initiatives like the case studies below.

But right now we need partners to join us in developing short-term, tactical, agile, down and dirty (insert marketing term here) activations designed to rapidly build reach of CALM so that more people are aware of our support services, and crucially generate funds equally fast in order to ensure our support is available to as many people as possible.

Please contact me on to discuss how we could work together. Whatever your brand is passionate about, the possibilities of a CALM partnership are endless.

If you are interested in Charity of the Year partnerships or selling a product or service for CALM please contact us HERE


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.

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Dave TV

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 irreverent 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. 

The partnership has since gone from strength to strength with fundraising activity and a series of over 20 podcasts. There was also the not so small matter of 2 prime time programmes: Comedy Against Living Miserably, hosted by Nish Kumar and Joel Dommett, featured a combination of stand up performances and behind the scenes themed discussions about issues the comedians had faced. 

And we’ve not stopped there: most recently Dave partnered with CALM and Murdock barbers to build further awareness around World Mental Health Day, and this Christmas 2020 we’re launching christmas cards as well as 2020’s must have stocking filler – a festive face mask.

Read more. 

L’Eau de Chris

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.

P&G: Head & Shoulders

In April 2020, as lockdown began in the UK, we partnered with Head & Shoulders who were keen to make a difference for those who were struggling by helping make things a little easier in what were unprecedented, weird times. 

Under the banner of #ApartButTogether, we teamed up to help people stay connected and well at home, by providing support and advice on how to adapt to changing circumstances. Using the incredible scale and assets available to Head & Shoulders, a suite of relevant content was developed to build awareness and engagement amongst their core target audience. From top tips to ‘keep a clear head’ on their website, through video content featuring ambassadors Claudia Winkleman and England international footballers, to a 5 second CALM spot on their TV ads, the CALM x Head & Shoulders partnership to date has reached over an incredible 52 million impacts.

Read more.