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ANDY Awards

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

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TitleEvelyn
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 Social Media
Length
AI Description The ad features a series of home video clips capturing joyful moments of Evelyn's life, from her early years to her teenage birthdays. Her mother's voiceover narrates heartfelt memories, highlighting Evelyn's infectious smile and kind personality. Birthday celebrations, holidays, and simple family moments unfold, each underscoring the love and pride her family felt. The emotional climax arrives with the revelation that Evelyn never reached her 16th birthday. This poignant ad serves to raise awareness about youth suicide, emphasizing the impact of those untimely losses.
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Media Team Helen Oakley
Media Team Lewis Shaw
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