“I walked past it on the South Bank—it was huge, and it was the center of that whole campaign,” said one juror. “We’re always looking these days to be moved and inspired by something that’s not traditional film. This just transcended the medium. And what an important message to get out.”
Some 125 people commit suicide in the U.K. every week, a problem that’s only gotten worse through pandemic lockdowns and the country’s recent cost-of-living crisis. Post-campaign, CALM noted a 33% increase in conversations mentioning suicide, and received 400% more donations year over year.