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ANDY Awards

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

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TitleMissed Birthday: Adam
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 ad visually centers around a star-shaped birthday balloon with the words "Happy 19th Birthday" printed in bright, celebratory colors against a plain background. However, the context contrasts with the vivid imagery as it represents youth suicide awareness. A portrait of a young man named Adam is shown, alongside poignant text revealing he couldn't celebrate his 19th birthday. It emphasizes that he is one of 6,929 young individuals who have lost their lives to suicide over the past decade. The ad powerfully calls for societal action to prevent future tragedies, urging a nationwide conversation around suicide prevention. The campaign utilizes a visual juxtaposition, where a typically joyous symbol—a birthday celebration—is used to underscore loss, prompting a solemn reflection and a rallying cry for change.
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