Campaign Against Living Miserably (CALM), the suicide prevention charity on a mission to help people end their misery, not their lives, is launching the second phase of its Missed Birthdays campaign.
The campaign, made possible by funding from the Iceland Foods Charitable Foundation (IFCF), marks the next instalment of creative agency adam&eveDDB’s ongoing work with CALM, in partnership with ITV and the7Stars. Following on from an initial activation at Westfield London in 2024, the second burst of the campaign centres around one film, a true story of youth suicide.
Through home videos from her childhood, the viewer is introduced to a little girl named Evelyn. We see Evelyn celebrate birthdays and Christmases, sharing moments of highs and lows with her family, laughing and dancing. As the family grows, Evelyn is seen playing and bonding with her younger siblings.
The film is beautifully narrated by Evelyn’s mum, who remembers her daughter’s beaming smile, kind heart and amazing hugs. The words form an emotional letter …