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We stand out to get
our message heard

Campaigns that change the conversation and change society

At CALM we’re here to change the conversation on mental health and suicide. To change the devastating statistic that 125 people a week take their own life in the UK. To unite the UK against suicide.

We stand with the biggest and best organisations in the UK - partners like ITV, Dave, EA, Spotify, SEAT, LNER and many more enable us to reach millions and have helped us achieve amazing things, including the appointment of the world’s first ever minister for suicide prevention. And we have even bigger plans for the future.

We want to show people we’re there for them every day. To help those who are left behind. And to get people talking.

These campaigns cut through the noise of the increasingly busy mental health conversation. They challenge stereotypes and challenge the stigma that prevents people talking about suicide. And they use music, comedy, sport and anything in between to get that message across and to help people find the strength to seek help.

Campaigns, like Project 84 and the Invisible Opponent, that speak to people and show change is possible and that suicide is preventable.

Project 84

Project 84 forced the world to stop, think and, most importantly, act. 84 life-size statues of men on top of the ITV buildings in London highlighted the fact that 84 men die by suicide each week in the UK. 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.

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The Invisible Opponent

We know that sometimes the toughest opponents are the ones you can’t see. That’s why we launched our first ever TV ad - a heavyweight campaign, starring Tyson Fury vs The Invisible Opponent - to show that whatever you’re struggling with, CALM are here. We challenged the misconception that talking about mental health is a sign of weakness and normalised being open about what we’re going through. And we showed that, with CALM in your corner, you don’t have to fight it alone.

EA - FIFA

FIFA is the game that changed football. Every week millions of us play it - celebrating those victories, gutted by the defeats... and now football fans from all over the world can play as CALM with our kit available in FIFA ultimate team.

FIFA added bespoke CALM kits, a new crest to proudly support our campaign against living miserably. There were also special supporter signs around the stadium and LED boards all carrying our messages about tackling the stigma around suicide and mental health.

SEAT - Grow A Pair, Language of Listening

We work with SEAT to help men communicate better about mental health. Our successful “Grow A Pair” campaign saw us install a giant pair of ears in London to encourage men to listen to the people they care about most. And “The Language of Listening” helps remove that awkward stage of seeing if your mate is doing OK by giving you ways to have a chat, really show that you’re listening and help make them feel a little better.

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Hidden Message with Joe Marler

England rugby star Joe Marler teamed up with us to make a powerful film with an important (but hard to see) message. We wanted to smash the stigma surrounding men’s mental wellbeing, so we created a film with a hidden message that launched on International Men’s Day. It appeared to be a post-match interview with Joe, but if you hovered over the subtitles you saw there was a message hidden between the lines. Because we know that sometimes it can be hard to find the words to tell someone you’re struggling.

Dave

Dave is a very British TV channel, reaching 19 million viewers per month with top shows like Late Night Mash and Hypothetical and talent like CALM ambassador Romesh Ranganathan. That makes them the perfect partner for CALM - a​​s well as social media activity, and helped us to reach 14 million adults in the first month alone. We’ve taken over their ad break together, put on live shows in huge venues, made podcasts, we’ve even sold face masks and christmas cards. All to help people look out for their mates - and their own mental health - in whatever way they can.

L'eau de Chris

In 2017 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. The campaign achieved over 120 million social impressions and national media coverage.

I T V 2 and calm present Do what gets you through hashtag what gets you through

ITV2

Life has its ups and downs. We work with ITV2 to talk about ways to feel better when you’re feeling flat. Whether it’s through the ITV Hub series The Full Treatment (hosted by CALM ambassadors Kem and Amber) or sharing #WhatGetsYouThrough with the help of a host of big names, our partnership helps encourage people to focus on their mental wellbeing and finding out what works for you.

Stay

We launched the Stay campaign on World Suicide Prevention Day in 2021 to tell anyone and everyone who can’t see a way out: “Things can change”. To say to them “Just stay”. Every week in the UK 125 people take their own lives; 125 individuals who couldn’t see a way out. But at CALM, we believe there is always hope, always a reason for living. That’s why our Stay message is so vital and why we shared it up and down the country, to show you that things can change, no matter how you feel right now. That there’s always a way forward.

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Carling

Mental wellbeing doesn’t exist in a vacuum. By being in the places where mental health issues often go unrecognised or ignored, we open up the conversation to everyone. As the UK’s No1 beer, Carling helps extend CALM’s voice to help support and empower men right across the country to have those tricky conversations about everyday struggles in a way that feels comfortable for them. Football has always been a massive part of CALM and Carling and through our Team Talks and More Than A Game campaigns we’ve been able to normalise conversations and break down the stigma around mental health and suicide.

Wordplay

When you’re struggling, life can feel like it’s been turned upside down. So many of us experienced those feelings during the pandemic, from social isolation, unemployment and money worries, through to domestic abuse, grief and bereavement. All of which meant CALM’s helpline was needed, more than ever. So we took over billboards and bus stops across the country to help more people see a way forward and know that our helpline was here if they ever needed to talk.

LNER

We’ve worked with LNER for over 5 years and achieved some incredible things. All 3,000 staff have been briefed on our messaging to help others and signpost passengers to our services, and nearly 100 staff are trained as CALM volunteers. We have posters up at stations, LNER staff and CALM jointly attending multiple UK wide Pride events and staff take on the Great North Run for CALM every year (once entering a team of 75 staff). Through sponsoring Doncaster Rovers’ kit, delay repay donations and auctions they’ve also raised over £300,000 for our life-saving services.

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