Campaign Against Living Miserably (CALM) promotes the vital role of its helpline as the coronavirus pandemic affects people's mental health.
The outdoor campaign shows messages from people who spoke to CALM because they "couldn’t see a way forward". It uses a clever wordplay treatment to normalise CALM’s helpline service for people who might be scared of reaching out, or who don’t know where to turn when things get tough.
The charity's research found that someone contacted its helpline every 66 seconds last year. The campaign is running across JCDecaux UK’s digital and billboard sites throughout the UK.
In November last year, CALM launched a 14-minute film in a bid to tackle stigma surrounding mental health.