JCDecaux is pleased to announce that suicide prevention charity Campaign Against Living Miserably (CALM) has been awarded Gold in the Outdoor category at the Cannes Lions Festival of Creativity.
The award was given for 'Missed Birthdays', a nationwide Out-of-Home campaign launched in 2024 with support from JCDecaux Community Channel to turn the tragic increase and magnitude of youth suicide into an unignorable and nationwide talking point.
At the heart of the ‘Missed Birthdays’ campaign was a major activation at Westfield London live between 9th and 11th of September, including World Suicide Prevention Day on 10th September.
The installation used a universal symbol of celebration, birthday balloons, to deliver a sombre message of loss and raise awareness of the tragedy that is youth suicide. Featuring 6,929 balloons, each one represented a young person who has died by suicide in the last decade2 and the birthday they did not reach.
Visitors to the installation were given the opportunity to hear intimate voice notes from loved ones who have lost a young person to suicide, describing what they were like and what they hope to achieve in being part of the ‘Missed Birthdays’ campaign.
CALM has also launched the CALM C.A.R.E. Kit, an evolving, free online resource which provides adults with practical tools around talking about suicide with a young person.
WESTFIELD LONDON
COMMUNICATION HUB - LONDON
THE EDINBURGH TOWERS - WEST APPROACH
WESTFIELD LONDON
Simon GunningIn the UK 125 people die by suicide every week - with 75% of those deaths being male. That’s not ok, and it doesn’t have to be that way. That's why now, more than ever, we must continue to challenge the stigma that prevents people from seeking the help they need. Like many of us, Tyson Fury has fought invisible opponents. And we hope this campaign starts a new conversation about the impact of mental health challenges - because the more we talk about it, the more we normalise being open about what we’re going through, the more we can get support when we need it. We want to inspire people who might be going through tough times to take that first, crucial step and reach out to family, friends, or the CALM helpline before they reach the point of crisis. Whatever your battle, CALM is here, in your corner.
CEO, CALM
Mehul AshraWe only collaborated with media partners who shared our passion for creating impact and raising awareness. Each partner developed the personal stories to deliver authentic and powerful messages through their channels and talent. We thank all the media owners who contributed, for making this campaign possible.
Strategist at the7stars
1Office for National Statistics, deaths registered as suicides in England and Wales for the year 2021 (https://www.independent.co.uk/news/uk/home-news/suicide-women-rates-young-women-b2266064.html)
2Statistics based on latest available data taken between 2012 - 2022
3Our Communication Hubs are operated by Infocus Public Networks Limited which is a wholly owned subsidiary of JCDecaux UK Limited