Suicide is the single biggest killer of young men in London - in 2010 it took more lives than road traffic accidents and assault combined. 90% of Londoners don’t know this. CALM approached BMB to help launch the CALM helpline/texting service in London and make the public aware of the scale of the problem.
The problem is silence. Whether that’s in society & the media who avoid the issue almost entirely, or young men themselves who don’t talk about their problems and let little things grow into depression and sometimes suicide. The outdoor work depicts men in the public eye known for being vocal, being verbal to camera. Through these posters we made a statement about how important it is for young men to talk. The small space advertising then picks up the job of getting the phone number into young men’s pockets. ‘Balls, Girls, Tits, Suicide’ grabs attention and lets us know that CALM is the ‘AQA for male problems’.
The CALM helpline/text service launched in London on 26.11.11, so it’s too early to tell yet, but check back here soon for more work and results.