Project 84 with CALM

Project 84 with CALM


On average, 84 men take their own life every week in the UK. It’s the single biggest killer of men under-45. Leading men’s mental illness charity CALM wanted to do more than raise awareness of the issue, they wanted a government appointed minister to address the national crisis of male suicide. To do would require a petition of 100,000 signatures on to create a debate in Parliament.


We worked with Adam&EveDDB on one of the most ambitious projects to put mental male suicide on the national news agenda. 84 statues – each representing a real-life case study – displayed in a prominent part of London. In this way, there would be no way of avoiding the issue. 


Project 84 was activated in partnership with This Morning on top of the ITV building.  The campaign was supported by celebrities on social media such as Sam Smith, Jamie Oliver and Johnny Wilkinson and became a global news topic within hours. Jeremy Corbyn referenced the campaign in PMQs that week and over 220,000 signatures were secured. Months later the government, working in consultation with CALM, appointed the first ever minister for suicide. One of the most iconic campaigns of our time, Project 84 won seven Cannes Lions, including the prestigious Lion for Creative Excellence.