This disturbing installation calls attention to the frightening rate of U.K. male suicide

Adam&Eve DDB was behind the effort for CALM

By Ann-Christine Diaz. Published on Mar 26, 2018

Editor's Pick

Thanks to the likes of "Fearless Girl" and others, we've seen the tremendous impact sculpture can have in communicating a message. Across the pond, the art form has created a stir yet again in a new campaign from Adam&Eve DDB for CALM (Campaign Against Living Miserably), a charity devoted to preventing male suicide.

The agency teamed with sculptor Mark Jenkins to create "Project 84," consisting of 84 sculptures of men perched on the rooftop edges of the ITV buildings in London's South Bank. The number of statues represents the number of men in the UK who take their lives each week--which equates to one about every two hours.

As part of the effort, ITV also ran three days of programming focused on male suicide. The campaign aims to raise to destigmatize men asking for support in times of needs. Male grooming brand Harry's is sponsoring the effort. More information can be found on the project website.

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Mar 26, 2018
Adam & Eve
Chief Executive Offier:
Simon Gunning
Campaigns Director:
Ben Hawley
Group Chief Creative Officer:
Ben Priest
Chief Creative Officer:
Richard Brim
Deputy Executive Creative Director:
Ant Nelson
Deputy Executive Creative Director:
Mike Sutherland
Emilie Verlander
Digital Producer:
Rumit Shah
Planning Director:
Will Grundy
Business Director:
Chris Jackson
Account Manager:
Adam Patel
Account Executive:
Jake Gidley
Head of Design:
Alex Fairman
Scott Silvey
Social Content Creative:
Viki Bingham
Head of Content:
Simon Adamson
Head of Integrated Production:
Cave Ellson
Content Production Company:
Head of Production:
Brett Kelsey
Robert Spary-Smith
Jacinta Crane
Stuart Henderson
Production Company:
Strong& Co.
Chief Executive Offier:
Deborah Armstrong
Project Manager:
Simon Vaughn
PR Agency:
W Communications
Associate Director:
Grace Henwood
Account Director:
Jamie Weeks

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