The Lost Ashes by TBWA\MCR

Agency: TBWA\MCR
Date: Sep 2019
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Following the final weekend of The Ashes 2019 TBWA/MCR collaborated on an art installation with Youth Mental Health Matters and Opening Up Cricket to drive awareness of mental health and suicide in the cricket world and beyond.

Suicide and mental health in the cricket world is highly prolific:

  • Current mental illness was highest in cricket at 60 per cent, with rugby union and football respectively at 41 per cent and 40 per cent (Telegraph, 2019)
  • Each urn in the art installation represents a young UK suicide which has taken place during the six week time frame of The Ashes*.
  • Youth Mental Health Matters and Opening Up Cricket will harness this opportunity to spread awareness of the biggest killer of under 35’s.

The campaign is accompanied by a powerful film to help us drive awareness.

Those affected are encouraged to search ‘suicide help’ online to find the relevant services.

The campaign is supported by English international cricketer Kate Cross, who has spoken openly about her struggles with depression and anxiety on multiple occasions.

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