Project 84

Project 84, This Morning, ITV with adam&eveDDB, W and Harry's / CALM
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.