CALM - Missed Birthdays
Missed Birthdays was created to raise awareness of the devastating reality of youth suicide in the UK. It's maybe the biggest - and most important - thing CALM has ever done. In the last decade, 6,929 young people in the UK have taken their own lives. It’s a stat that underlines a devastating truth: so many young lives are ending when they should just be beginning.
Created together with adam&eveDDB, the installation in Westfield shopping centre was created to raise awareness of the devastating reality of youth suicide in the UK, each balloon representing a young person who took their own life, and a birthday they didn’t get to celebrate. Ultimately, we wanted it to act as an urgent call to act now; to have the conversations today that will help more young people see tomorrow
Alongside the installation the fully integrated campaign, included content and editorial coverage across Press, Digital and OOH.
Missed Birthdays was able to turn the tragic magnitude of youth suicide into an unignorable and nationwide talking point.
As a result of the campaign, there was a 731% increase in users on the CALM website throughout the campaign’s duration compared and a 1,155% increase in conversions. 2,285 people joined our mailing list and 1,000 subscribed to the C.A.R.E. email journey the campaign promoted.