How do Campaign Against Living Miserably Get Their Campaigns Right All The Time
I’m a serious fan of the marketing efforts at CALM over the last few years. Time and again, they produce communications that stop feet in the street, stop timelines online and ultimately create long lasting impact across sensitive subject matters.
Their content is relevant and resonates effectively because, amongst many, they nail 3 key things:
- Human insight and truth: All of CALM’s work is underpinned by reality. They seek genuine lived experiences, stories and case studies to proliferate messages of substance.
- Intersectional representation: Mental health challenges affect and show up with people completely differently. CALM constantly strives to represent these diverse realities. While engagement amongst some demographics remains a struggle, their intent is loud and clear.
- Risk-taking: What is often seen as ‘risky’ for brands is just the norm for audiences. CALM embraces this. Their work reflects it.
CALM’s latest series champions drill music — a genre often mired in controversy — and instead of producing a one-off, they rolled out an entire series across social platforms. Big shout out to the CALM team and their partners: Common People Films, T&Pm, and creatives Osagie Samuel and Arnold Jorge (aka Mr A Squeezy).
It’s always obvious when lived experience comes through in advertising — and this is a beautiful example of that done right.
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