Promoted Content
Jun 19, 2018

Partner Content: How art made a stand against suicide

Celebrating the best in UK creativity at Cannes

Partner Content: How art made a stand against suicide
Health & Wellness (PR)
Gold Lion
Project 84
Agency: adam&eveDDB and W Communications (PR), London
Client: Calm
 
Great art can sometimes be powerful enough to break taboos. When UK creative agency adam&eveDDB and charity Calm collaborated with American street artist Mark Jenkins to create 84 life-size sculptures of male suicide victims, the resulting campaign knocked the ball out of the park.
 
Horrifically, every week 84 men in the UK kill themselves – that’s a life lost every two hours. With 75% of suicides committed by men, a hard-hitting creative campaign was needed to get people talking.
 
Project 84 did just that. The super-realistic sculptures were lined up in a row on top of the ITV studios on Southbank, London, as if about to jump to their deaths.
 
The campaign smashed expectations. It generated 170 million Twitter impressions, 15 million views of live TV coverage, 220,000 signatures on a petition and a 34% boost to Calm helpline call volumes.
 
 
 
Source:
Campaign India

Related Articles

Just Published

3 hours ago

Nescafé rewards the ones who help make life brewtiful

Watch the film conceptualised by Lowe Lintas here

4 hours ago

Time to stand up and take creative ownership: ...

Apple's recent ad conceptualised by TBWA\Media Arts Lab is a copy of 21N78E's 2020 ad for Reclaim Your Privacy

5 hours ago

RIP Anant Sir — the one who taught many the value ...

The founding editor of Campaign India succumbed to illness and was laid to rest in Bengaluru on 24 May 2022

6 hours ago

Media360 Awards 2022: Shortlists, jury announced

Winners to be announced in the last week of May