84 sculptures to help CALM fight male suicide

adam&eveDDB and sculptor Mark Jenkins have created an installation which vividly illustrates the tragic statistic that, in the UK, 84 men take their own lives every week

Jenkins and the agency worked with families and friends of those who have lost someone to suicide in an initiative titled Project 84 for the CALM (Campaign Against Living Miserably) charity which is dedicated to preventing male suicide. Male grooming brand Harry’s is also a supporter of the campaign.

Through a series of workshops, the groups of families and friends were each able to produce a sculpture for the installation. These 84 life-size figures (which are typical of Jenkins’ work) have been installed today (March 26) on the ITV HQ at London’s South Bank where they will remain for a week.

Supporting the project, ITV’s This Morning will raise awareness of the campaign with three days of programming dedicated to male suicide, including interviews with the friends and family of the men at the heart of Project 84. PR agency W will also help drive awareness via online communications, posters and volunteers.

“Achieving our goal of male suicide prevention requires everybody to take a stand. As a society we have to face this awful issue, discuss it and actively work to stop it, which is why we’re particularly invested in making this campaign a success,” says Simon Gunning, CEO of CALM. “Project 84 is all about making the scale of the situation very clear and we hope it will drive change and encourage everyone, government included, to come together to take suicide seriously.”


Milton Keynes