Encouraging life-saving conversations through CALM's C.A.R.E. Kit.
CLIENT: CAMPAIGN AGAINST LIVING MISERABLY
PROJECT: CALM C.A.R.E KIT
The CALM C.A.R.E. Kit helps individuals protect the young people in their lives from suicide. It’s full of practical advice; from learning how to speak about mental health and suicide, to what to do if you’re worried and where you can find more information.
We partnered with CALM to refresh the C.A.R.E. Kit, producing a suite of authentic and engaging photography, along with creating a suite of assets to help promote the service.
During our briefing with the team at CALM, it became clear that inclusivity and authenticity were key. Both trusted adults and young people needed to see themselves in the images we captured and feel an emotional connection to them.
This led to the development of scenarios based on real-life experiences, such as a teacher chatting with a student, a coach talking to a struggling player, or a concerned family member creating a safe space to talk at home.
Working with photographer Tom Farmer, we produced a packed two-day shoot schedule, taking us across six varied locations.
This resulted in over 50+ images that CALM will use for the C.A.R.E. Kit and across their wider brand on web, digital and print platforms.
Finally, we created an animation to launch the refreshed C.A.R.E. Kit, along with a suite of assets to be used across owned and paid channels.
