Source: Awards Entry

2022 TMS Awards Winner, CALM

The Invisible Opponent

Suicide should be considered a public health emergency in the UK, with 125 lives lost every week.

Despite this, mental health is both hard to talk about and hard to understand. Unlike other illnesses, it is hidden from view. An internal, personal struggle for millions of people, many of whom fight it in silence.

We wanted to use the context of sport, an area where men are more comfortable expressing their emotions, to start a new conversation about mental health and to encourage those struggling to seek help.

The Invisible Opponent allowed Campaign Against Living Miserably (CALM) to reach their key audience in a powerful and memorable way, using outdoor, social and the organisation’s first ever TV ad.

The results were immediate. The campaign generated conversations throughout the UK, drove awareness of CALM and prompted action from those in need. CALM’s share of voice increased from 27% to 32%. Total monthly website users increased 47%.

Most importantly, calls to the suicide helpline rose 74% year-on-year.

In the process, we created a new, long-term brand platform for CALM and a powerful new way of visualising the impact of mental health.

Agency: AMVBBDO and Seven Stones
Winning Category: Finance Directors' Prize

Commended category: Effective & Impactful Strategy
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