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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 2025 / 1
Business Sector Charities, Foundations, Volunteers
Story Through home videos from her childhood, the viewer is introduced to a little girl named Evelyn. We see Evelyn celebrate birthdays and Christmases, sharing moments of highs and lows with her family, laughing and dancing. As the family grows, Evelyn is seen playing and bonding with her younger siblings.
The film is beautifully narrated by Evelyn’s mum, who remembers her daughter’s beaming smile, kind heart and amazing hugs. The words form an emotional letter to Evelyn ahead of her birthday and in the final frame she is seen holding up balloons, celebrating her 15th birthday.
Towards the end of the film, white letters appear on a black background stating that Evelyn never celebrated her 16th birthday. She is one of 6,929 young people who have taken their own life in the last decade. 
Media Type Television
Length
AI Description The ad, "Missed Birthdays," follows the life of a young girl named Evelyn through home videos showcasing her joyful moments with family. Celebrations like birthdays and Christmases capture Evelyn’s beaming smile and kind nature, as narrated by her mother. The ad gradually builds up to Evelyn's 15th birthday, shown with bright balloons and laughter, only to reveal a heartbreaking truth: Evelyn never reaches her 16th birthday. On-screen text reveals she is one of many young people who have died by suicide, a statistic that underscores the seriousness of the issue. The ad concludes with a call-to-action to join CALM in preventing youth suicide, highlighting the available support resources. The tone is deeply emotional, promoting both awareness and support in addressing this critical issue.
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