creativereview.co.ukProject 84
Also: Project84
March 2018 CALM (Campaign Against Living Miserably) stunt with ITV's This Morning: 84 life-size sculptures by Mark Jenkins, each representing a real man who died by suicide, placed on the rooftops of ITV's London Southbank buildings to mark the 84 UK men who die by suicide each week.
- Years
- 2018
- Country
- United Kingdom
- Topic
- Suicide prevention
- Asks people to
- Seek helpSupport a policyTalk to someone
- Strategy
- MetaphorTestimonial
- Channel
- EventsOutdoorSocial (organic)TV
- Audience
- AdultsMen; UK public and policymakers.
Evidence
Self-reportedUnknown
Campaign's Cannes case study (via WARC): calls to CALM up 41% in March and a UK minister for suicide prevention appointed later in 2018. No independent evaluation. Safe messaging: potential conflict: figures standing on rooftop edges evoke a specific method and location (jumping from height), which media guidelines advise against depicting; counterweight is that families co-created it and it named a service. A useful test case for scoring.
Sponsor (who paid)
- CALM (Campaign Against Living Miserably) NGO, creator
- ITV / This Morning Industry, media partner
- Harry's Industry, sponsor
Credits (who made it)
- adam&eveDDB Creative, 2018 source
- Mark Jenkins Individual, 2018 source
- Sandra Fernandez Individual, 2018 source
Related campaigns
- Small Talk Saves Lives 2017–now
Sources
- Project 84 by adam&eveDDB (Creative Review) news · 2018
- CALM: Project 84 (WARC Cannes case study) archive
- Project84 (Wikipedia) reference
Research notes
Attribution of the minister's appointment to the campaign is the sponsor's claim. Credits checked 2026-10-22 against fetched pages: adam&eveDDB (Creative Review: CALM 'along with collaborators adam&eveDDB, launched Project 84 in March 2018'); Mark Jenkins and Sandra Fernandez (Wikipedia: installation created by artist Mark Jenkins and collaborator Sandra Fernandez; launched 26 March 2018). Corrected 2026-10-22: added Sandra Fernandez.
Record cases/project-84.json, updated 2026-10-22· Link to this campaign