This disturbing installation calls attention to the frightening rate of U.K. male suicide
Adam&Eve DDB was behind the effort for CALM
Mar 26, 2018
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.