UK charity and English soccer player raise awareness around mental health

Campaign Against Living Miserably (CALM) partnered with agency VMLY&R

Published On
Jul 20, 2023


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.


Jul 20, 2023
Client :
Campaign Against Living Miserably
Agency :
Matt Jennings
Marketing Director :
Dipika Saggi
Creative Director :
Danny Wright
Project Manager :
Elle Abu-Nimeh
PR Lead :
Shervin Behzadi
Editorial Lead :
Annabelle Letten
Production Company :
Object & Animal
Director :
Natalie Rae
Founder/EP :
Dom Thomas
EP :
Laura Hegarty
Producer :
Lucy Sherwood
Production Manager :
Jane Linfoot
Production Assistant :
Ele Baldwin
Location Manager :
Sally Thomas
Olan Collardy
1st AD :
Rob Thorpe
Sports Choreographer :
Amanuel Kahsai
Costume Designer :
Abena Ofei
Hair & Make Up :
Temi Adelekan
Hero Talent Casting :
Entourage Sports + Entertainment
Hero Talent :
Fran Kirby
Director of Operations :
Sophie Cowan
Client Manager :
Callum Noad
Edit :
The Assembly Rooms
Editor :
Ed Cooper
Editor :
Eve Ashwell
Edit Producer :
Phoebe Armstrong-Beaver
Post Production :
VFX Lead :
Paul O'Brien
VFX Lead :
Darran Nicholson
Roto Supervisor :
Melvin Puillia
Roto :
Maxwell Lane
Roto :
Asher Hunt
Roto :
Tizoc Flores
Producer :
Jake Saunders
Color :
Colorist :
Matthieu Toullet
Audio :
Audio Producer :
Caroline Jemirifo
Audio Producer :
Natasha Redhead
Sound Engineer :
Marcin Pawlik
Media Agency :
PR Agency :
Hope & Glory
Supporting Talent :
Ally Irwin
Supporting Talent :
Ellie Paris
Supporting Talent :
Lauren Heria
Thanks to :
Darren Eastwood
Thanks to :
Amanda Levett

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