Calm 'calm' by Ogilvy Advertising

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Ogilvy Advertising has created a hard-hitting campaign for Calm, the charity set up to combat suicide. Through informing the public of how many people actually commit suicide every day in the UK, three men, Calm is attempting to raise awareness of the problem that is often disregarded or ignored. The ad begins with a businessman parking his car on the top of a deserted multi-story car park. As he walks towards the exit a young man with a hoodie walks towards him. The businessman looks perturbed and takes a stronger grip of his suitcase. A strapline flashes up on the screen that says: "Three men are killed in Britain every day."
However, the youth ignores the man, walks past him and throws himself off of the building. A text number is then flashed up so viewers can donate money.

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Released: 12 June 2006


Project name
Jane Powell, national development coordinator at Calm
Highlight the scale of suicide in young men in the UK
Creative agency
Ogilvy Advertising
Creative partner
Neil Dawson
Neil Dawson/Jim Ritchie
Art director
Chris Hart
Account manager
Nicholas Tate
Media agency
in-house at MTV
Production company
Marc Charach
Production company producer
Helen Langridge
Bruce Townend @ The Quarry
Audio post-production
Angell Sound

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