Mental Health Creativity Brand Purpose

Calm helps people find the words to talk about problems in Wordle spoof


By Ellen Ormesher | Reporter

February 10, 2022 | 3 min read

As the popularity of Wordle continues, the Campaign Against Living Miserably (Calm) is the latest organization to riff on the word game – this time to raise awareness of the importance of asking for help when it’s needed.

Spoofing the Wordle layout to highlight keywords of reassurance and support for discussing mental health, the creative work was posted on Instagram with the caption: “We know it can be hard to tell someone when things feel like they’re getting too much. But talking really does help.

“With Calm, you’re never alone. Whatever you’re worried about, we’re here to help you find the right words (whether they’re 5 letters long or not).”

CALM wordle

The Wordle spoof was created by agency HeyHuman for CALM

The work was made by HeyHuman senior art director Liam Nicholson and senior copywriter Cameron Black.

The pair say: “With everyone playing a certain five-letter word game at the moment, we felt it was the perfect time to create something that helped those who are really struggling to find the words.

“Reaching out to Calm with the concept, they loved the idea and quickly made it happen with a simple social post to raise awareness of the incredible support they offer for anyone who needs it.”

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World was recently acquired by the New York Times for a seven-figure sum after it gained popularity rapidly on social media.

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