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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 Case Study
Length
AI Description The 'Missed Birthdays' ad campaign by CALM features thousands of birthday balloons suspended in a shopping center, symbolizing young lives lost to suicide. Each balloon represents an uncelebrated birthday, memorializing the 6,929 youths who took their lives over the past decade in the UK. The somber yet vibrant display is accompanied by personal messages from bereaved families sharing memories of loved ones, aiming to raise awareness and foster conversation about youth suicide. This impactful setup was unveiled with ITV's support and highlights the launch of CALM's C.A.R.E. kit, a tool designed to prevent suicide through checking in, asking, remaining close, and seeking expert help. The installation evokes strong emotions of loss and hope, serving as a visually powerful call to action against youth suicide.
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