U.K. charity Campaign Against Living Miserably (CALM) is highlighting mental health challenges among women from a sports lens in a new spot. The campaign launched during the 2023 Wimbledon Women's tournament.
English soccer player Fran Kirby, who collaborated with the charity on the campaign, is featured in the 30-second clip. In the video, an injured Kirby motions for help on the field but is ignored. The game goes on with fans and players disregarding Kirby's pain.
"One young woman dies by suicide every two days. No signal for help should go unseen. Your support could save a life," reads the video, which was created by agency VMLY&R.
Over the past five years, nearly 19% of U.K. women aged 18 to 34 have felt either dismissed or invisible when speaking up about a mental health crisis, according to a CALM study. CALM provides resources around suicide prevention such as a confidential helpline and web chat service.
“We need to tackle the stigma that prevents young women from being seen when they’re struggling, and make sure they feel supported,” said Fran Kirby, a Lioness and CALM Ambassador.