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ANDY Awards

Creative Award
New York, United States
CALM - "Missed Birthday:Sophie" by ANDY Awards 2025

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TitleMissed Birthday:Sophie
Agency
Campaign Missed Birthdays
Advertiser Campaign Against Living Miserably (CALM)
Brand CALM
Date of First Broadcast/Publication 2024 / 9
Business Sector Charities, Foundations, Volunteers
Story The installation uses a universal symbol of celebration, birthday balloons, to deliver a somber message of loss and raise awareness of the tragedy that is youth suicide. It will feature 6,929 balloons, each one representing a young person who has died by suicide in the last decade and the birthday they did not reach. Visitors to the installation will be given the opportunity to hear intimate voice notes from loved ones who have lost a young person to suicide, describing what they were like and what they hope to achieve in being part of the Missed Birthdays campaign.
Philosophy Missed Birthdays seeks to turn the tragic increase and magnitude of youth suicide into an unignorable and nationwide talking point.
Problem Suicide is now the leading cause of death for people under 34 in the UK, with women under the age of 24 forming the fastest growing group in history at risk of taking their own lives.
Media Type Outdoor/Out of Home
AI Description The image features a single pink balloon with the number '22' prominently displayed. This celebratory symbol starkly contrasts with the somber message beside it about a young woman named Sophie, who died by suicide before her 22nd birthday. The simple, yet impactful composition suggests a reflective atmosphere, with blinds partially shielding a softly lit room. The message is poignant, urging social awareness and action against youth suicide, emphasizing the tragedy of young lives lost too soon. The campaign appeals for community support with a call to action, aiming to prevent such tragedies in the future.
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