Project 84


Project 84, This Morning, ITV with adam&eveDDB, W and Harry's / CALM
This successful and moving campaign shows the impact of collaboration. To highlight the fact that 84 men take their own lives each week in Britain, 84 statues of men were placed on the top of the ITV tower on London’s Southbank, generating a huge amount of publicity for the issue and charity.

Executive Summary
CALM (Campaign Against Living Miserably) is a charity dedicated to preventing male suicide - the single biggest killer of men under 45 in the UK. In Britain, 84 men take their own lives a week. CALM, adam&eveDDB, W and This Morning's team wanted to stop people in their tracks and start a conversation on a topic that remains a largely silent killer. The ultimate goal was to galvanise men to speak out about their mental well-being and drive conversation to make male suicide and the stigma that goes with it a talking point, forcing the government to take note.