Campaign Against Living Miserably (CALM): advert-body-1 by Adam&EveDDB

Adam&eveDDB launched Project 84 with the Campaign Against Living Miserably (CALM), a stunt that placed 84 lifelike mannequins on the ledges of London’s Southbank buildings to raise awareness on male suicide.

Every two hours, a man takes his own life, making about 84 deaths per week. As harrowing a stat as that is, a stigma around mens’ mental health still exists and shrouds it, and not enough has been done to normalize the behavior of asking for help. Project 84 is the second annual effort between charity and agency, in an effort to raise awareness and allow men to find help when feeling suicidal.

The project, sponsored in part by grooming brand Harry’s, asked sculptor Mark Jenkins to create a series of 84 sculptures, with support from bereaved friends and families who have lost a loved one to suicide. Jenkins interviewed these groups of relatives in a series of workshops, and the resulting figures were made in his trademark tape-casting technique.

The sculptures were placed on the ledges of Southbanks buildings yesterday (Monday, March 26). ITV’s This Morning telecast had assisted in raising awareness by dedicating three days of programming to male suicide, including interviews with loved ones of the men who have been casted in tape for the activation.