We were commissioned to document behind-the-scenes of the "Missed Birthdays" CALM (Campaign Against Living Miserably) installation at Westfield White City.
The "Missed Birthdays" campaign was visible from 9th to 12th September to mark World Suicide Prevention Day. It highlighted the tragic loss of 6,929 young lives to suicide over the past decade, with each balloon symbolising a young person who never got to celebrate their next birthday.
Since 2005, CALM has led campaigns to transform conversations around mental health and suicide, challenging the stereotypes and stigma that keep people silent. Their mission is clear: to help individuals find relief from pain, not end their lives.
In addition to supporting conversation on this delicate topic and raising an urgent call to action, CALM also created a C.A.R.E. Kit with guidance on supporting someone who may be struggling with suicidal thoughts.
The campaign succeeded in raising awareness and sparked lots of conversation online. CALM’s initial Instagram post received over 1 million views and the campaign was featured in several online publications, including Secret London. The campaign was also supported by Iceland Foods Charitable Foundation and launched on ITV’s This Morning programme.
Obstacle was honoured to film and collaborate with the exceptional teams behind the campaign.
Campaign Against Living Miserably, adam&eve Studios, Creative Giants Art Ltd, Hope&Glory PR and The Balloon Room.
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