CALM spotlights 'missed birthdays' due to youth suicides with 6,929 balloons

[Orange]

 

Birthdays are meant for celebration, but for thousands of families in the UK, these milestones have become painful reminders of lives cut tragically short. The Campaign Against Living Miserably (CALM) and ITV are blowing the whistle on youth suicide with their Missed Birthdays effort.

 

Unveiled at Westfield London and running from September 9 to 11, 2024, the campaign’s centerpiece is a haunting installation featuring 6,929 birthday balloons. Each balloon represents a young life lost to suicide over the past decade in the UK.

 

 

As visitors walk through the display, they can listen to intimate voice notes left by loved ones, sharing the personal pain of losing someone to suicide. These recordings not only tell individual stories but also amplify a collective hope—that urgent conversations about mental health, especially for the youth, can be sparked.

 

“We all have a role to play in keeping the young people in our lives safe,” urges CALM.

 

Suicide has become the leading cause of death for under-34s in the UK, with women under 24 facing a rapidly increasing risk. The campaign, crafted by creative agency adam&eveDDB, aims to spark a national dialogue and equip adults with tools to support young people in crisis. Central to this effort is the new CALM C.A.R.E. kit, designed to give trusted adults practical strategies for suicide prevention.

 

 

Behind it all are real stories of loss and love. Indila, whose son Adam died at 18, shared, “My son Adam didn’t get to celebrate his 19th birthday. We miss him so much. He was a very important, much -loved part of our family unit.”

 

Angela, who lost her daughter Katrina before her 24th birthday, described her as “a spectacular thunderstorm of a girl,” hoping the campaign will highlight that suicide can affect anyone, regardless of background.

 

Simon Gunning, CEO of CALM, emphasized the devastating impact of lives lost too soon, stating, “It’s absolutely tragic when a young person doesn’t make it to their 15th, 16th, or 17th birthday due to suicide. We hope this campaign will open up conversations and provide everyone with the tools to support the young people in their lives.”

 

If you or someone you know is struggling with suicidal thoughts, it's okay to ask for support. There are people who care and want to help. If you reside in the US, please reach out to the 988 Suicide & Crisis Lifeline, which is toll-free and available 24/7 to anyone in emotional distress. For international contacts, please check here.

 

 

• https://www.campaignlive.co.uk/article/calm-raises-awareness-youth-suicide-6929-birthday-balloons/1887556 
• https://hellorayo.co.uk/hits-radio/uk/news/calm-missed-birthday-balloon-campaign-westfield/ 
• https://www.marketing-beat.co.uk/2024/09/09/calm-itv-suicide-westfield/  
• https://mediashotz.co.uk/missed-birthdays-calm-itv-launch-youth-suicide-prevention-campaign/ 

 

Images: CALM