We’re absolutely buzzing to share the news that our partnership with Iceland Foods Charitable Foundation has raised an incredible £1,413,610.
Not only that, but together we’ve broken the ice on over 5 million conversations about suicide. Now that’s pretty ground breaking.
Read on to find out how
Firstly, we’d like to say a BIG thank you to Iceland colleagues, customers and suppliers for donating and raising life-saving funds for CALM.
£1,413,610 is enough to fund over 115,870 calls to our helpline. That’s over 115,870 chances to save someone’s life.
What do aqua pong, stack cup, darts, cycling, and hiking all have in common? They’ve all been turned into creative fundraisers for CALM by the amazing colleagues and customers of Iceland Foods and The Food Warehouse.
Some even took on bigger challenges — from a night-time trek up Snowdon to smashing the Great North Run.
And the fundraising fun hasn’t stopped there! It’s been non-stop action, from joining the Mental Health World Cup to teaming up with Brand Ambassador Josie Gibson to create some brilliant bespoke content.
We’ve certainly packed the essentials into this partnership.
Not only have they been legendary fundraisers, but they have also reached millions of customers with our life-saving messaging too.
From in-store displays to physical life-saving leaflets to over 250,000 customers at home. AND to top it off, we even had a branded delivery van and lorry to help spread the word across the country. That’s one way to DELIVER the message.
"Talking about suicide is never easy, but they’ve played a pivotal part in tackling the stigma we work so hard to address - a powerful, public stand seen by millions of their customers. That’s true courage."
In 2024, Iceland Foods Charitable Foundation kindly funded ‘Missed Birthdays’ - a powerful campaign designed to highlight the alarming rising rate of suicide amongst young people. 6,929 birthday balloons were displayed in the atrium of Westfield White City, each balloon tragically representing a young person lost to suicide over the last decade, and a birthday they did not reach.
Alongside this, we also launched an emotional film about Evelyn, who tragically took her own life at the age of 15. Thanks to her brave parents, we were able to share her story with the world.
At every point in the campaign, we directed people to the CALM C.A.R.E. Kit - a new, innovative tool designed to empower trusted adults with the tools, knowledge and confidence to support young people in their most vulnerable moments. Over 180,000 people have used this tool so far 👇
Sadly, suicide is now the leading cause of death for young people. This needs to change. That's why CALM developed the C.A.R.E. Kit, which was made possible thanks to funding from The Iceland Foods Charitable Foundation.
Parent. Uncle. Teacher. Coach. Whatever your role in a young person’s life, the CALM C.A.R.E. Kit, can help you keep them safe. It’s full of practical advice and support to help you have life-saving conversations with the young people in your life.
It can:
1. Help you start a conversation about mental health and suicide with a young person
2. Show you what you can do if you’re worried about a young person
3. Tell you where to get more information and advice, including in an emergency.
We know it can be hard to know what to say when someone you care about is finding things tough. You might worry you’ll be met with an icy reply, but it’s always worth breaking the ice. A few words can make a big difference - it can spark a bit of hope and help them feel less alone.
Message or call to say you care
Send them something to smile about - a meme or voice note
Put that meet up in the diary
Let them know they can speak to CALM
With the right support, these thoughts can be interrupted. To find out more, visit here.
With huge thanks to the team at Iceland Foods & The Food Warehouse for bringing the word ‘suicide’ to the high street and for smashing the stigma.
