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ANDY Awards

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

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TitleMissed Birthday
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 Events
Length
AI Description The 'Missed Birthday' ad by CALM highlights a poignant installation involving 6,929 balloons representing birthdays missed due to youth suicide. Each balloon acknowledges a young life lost, creating a visually striking and emotionally impactful reminder of the tragedy. The balloons float in a vibrant array of colors, juxtaposing the somber message they represent. Accompanied by still voice notes from loved ones, the ad captures personal stories that underscore the urgency of the issue. Through this installation, CALM seeks to spark national conversations about suicide prevention, offering resources like the C.A.L.M. C.A.R.E. kit to assist families and loved ones. The initiative is intended to stop viewers in their tracks and provoke thought about the leading cause of death among youths in the UK. By harnessing a universal symbol of joy, the ad sensitively addresses a critical social issue, aiming to foster dialogue and action in communities.
PR Agency