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Calm debuts outdoor campaign urging MPs to ‘take a breath’ amid leadership battle


By Hannah Bowler | Senior Reporter

July 14, 2022 | 2 min read

Meditation and sleep app Calm has reminded politicians in Westminster to ‘breathe‘ and relax after last week‘s political crisis.

Calm targets Westminster staffers in debut UK OOH campaign

Calm targets Westminster staffers in its debut UK OOH campaign

In its debut UK out-of-home (OOH) campaign, Calm has taken over London’s Victoria tube station with digital billboards reading: ‘Just resigned? Take a deep breath.’

The campaign is aimed at the 52 MPs who resigned from Boris Johnson‘s government last week. The ads have been placed across escalators, walkways and platforms in London‘s main rail station for Westminster staffers.

Calm executed the campaign with support from its UK communications agency R Agency. Calm joins the likes of BrewDog, Iceland and Ryanair, which have all reacted to the unfolding of Boris Johnson‘s government.

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