CALM: PROJECT 84

23 May 2018

While mental health has recently witnessed a transformative shift in public discussion, suicide still remained something of a taboo subject. It was not a topic covered in mainstream media or openly talked about in everyday culture.
Yet, every week in the UK 84 men take their own lives and is the biggest killer of men aged under-45.
It’s a shocking statistic but one that’s rarely talked about or addressed by the government. So how do you show the problem in a way that will force people to talk about it? Working with mental health charity CALM, W launched Project 84 with 84 statues on the roofs on ITV London and the This Morning Studios to hammer the message home.
The campaign proved a national debate in media and across social channels which ran. Within a week of the campaign we’d secured over 100 pieces of media coverage, 33,000 Twitter #Project84 mentions, and Jeremy Corbyn raised the matter in PMQ’s, forcing Theresa May to defend government spending on mental health.
Most importantly the campaign saw 200,000 signatures to a CALM-led petition demanding a ministerial mandate to address the issue of suicide being the biggest killer of men aged under-45 in the UK.