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ANDY Awards

Creative Award
New York, United States
CALM - "Missed Birthdays" by ANDY Awards 2025

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TitleMissed Birthdays
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 'Missed Birthdays' installation is a poignant visual display by CALM. A man holds a sign with a powerful message: 'Only 15% of parents or carers of young people have discussed the topic of suicide with them. Together, we can end youth suicide.' Behind him is a vibrant array of colorful balloons, each representing a young life lost to suicide. This emotive backdrop contrasts with the somber subject, making the message even more impactful. The installation aims to raise awareness and encourage open conversations about youth suicide, driving home the urgency of the issue facing the UK today.
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