TMW develops campaign to reduce male suicide

TMW has volunteered its services to develop a hard-hitting direct mail campaign for the charity Campaign Against Living Miserably (CALM).

The emotive pack aims to get companies and organisations behind CALM's campaign to reduce male suicide - one of the leading causes of death in men aged 15-35.

CALM offers help, information and advice to this hard-to-reach demographic via phone and website.

The current campaign responds to the fear that the economic downturn will lead to an increase in male suicide - a fear backed up by statistics from the last recession.

Rising unemployment and job insecurity, and the resultant anxiety and depression can have a huge impact upon young men - particularly as they worry about losing their perceived role as family 'breadwinner'.

CALM is initially targeting 100 chief executive officers or heads of organisations that have a high investment in young men, making them aware of the issue and encouraging them to each donate GBP100.

Targets include the construction and security industries, which are under particular pressure at present, along with universities, student unions, vets and farmers associations.

The money received will be used by CALM to establish a live text and web-chat service to offer potentially suicidal men an easy place to turn for help.

The campaign is based on the personal effects that a suicide victim might leave in their locker or desk, or items found in their pockets.

CALM is hoping the personal effects will pull at the heartstrings of chief executive officers as they open the kind of heart-breaking package that families of a victim could receive (and that a colleague might have had to put together) in the event of a suicide.

The recipient receives a hand-addressed jiffy bag with 'Strictly Confidential - Personal Effects' handwritten in the corner of the envelope.

When the envelope is opened, a number of personal effects spill out.

These are tailored to each sector but might include keys, coins, a photo ID card and a treasured photo of the victim with their family or friends.

Items were carefully 'distressed' to give a feeling of authenticity.

The direct-mail pack also contains a personalised letter, signed by Jane Powell, director of CALM, and a summary sheet helping the recipient discuss the request made by CALM with colleagues at their next board meeting.

In addition, a cheque requisition form and freepost envelope have also been provided, enabling the recipient to return their cheque quickly and easily.

The direct-mail pack is part of CALM's 500/100 appeal, which aims to get 500 companies to donate GBP100 in return for their logo being featured on a t-shirt.

The t-shirt will be used in an attempt to break the world record for the most t-shirts worn at once by one person.

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