Winner
The Invisible Opponent
Summary of work
Suicide should be considered a public health emergency in the UK, with 125 lives lost every week.
Despite this, mental health is both hard to talk about and hard to understand. Unlike most illnesses, it is hidden from view. An internal, personal struggle for millions of people, many of whom fight it in silence.
We wanted to use the context of sport, an area where men are more comfortable expressing their emotions, to start a new conversation about mental health and to encourage those struggling to seek help.
The Invisible Opponent allowed Campaign Against Living Miserably (CALM) to reach their key audience in a powerful and memorable way, using outdoor, social and the organisation’s first ever TV ad.
The results were immediate. The campaign generated conversations throughout the UK, drove awareness of CALM and prompted action from those in need.
CALM’s awareness increased by 50%. Total monthly website users increased by 47%. Most importantly, calls to the suicide helpline rose 74% year-on-year.
In the process, we created a new, long-term brand platform for CALM and a powerful new way of visualising the impact of mental health.
Judges’ comments
This entry from CALM and Seven Stones was incredibly well conceived and innovative in a wonderfully simple, but powerful way. The judges thought the issue was really well understood and the entry set about within the context of its environment to do something to improve awareness in such a difficult area, which it achieved. The idea and the execution is deeply inspiring, and ‘The Invisible Opponent’ is a thoroughly deserving winner.
