CALM spotlights the growing epidemic of suicide in young people

By Evie Moysen on Monday, September 9, 2024

For World Suicide Prevention Day, CALM and ITV have joined forces to shine a light on the ‘Missed Birthdays’, symbolising those who have lost their lives to suicide.

In a harrowing installation, the suicide prevention charity has installed 6,929 birthday balloons in Westfield London – each representing a young person who has died within the last decade and illustrating the age they would be now, but have sadly not reached.

Adam and Eve DDB created the campaign.

The poignant campaign aims to raise awareness of the growing epidemic of suicide in young people, which is now the leading cause of death in under-34s in the UK, and encouraging the nation to actually talk about such a taboo topic.

Visitors to the exhibition can hear intimate voice notes from family and friends, describing what their loved one was like and what they hope the campaign will achieve.

“It’s devastating for a young person to not make it to their 15th, 16th, 17th birthday. It’s absolutely tragic when that reason is suicide. Over the last decade, 6,929 families have been affected by the tragedy of youth suicide. We want to thank everyone who shared their stories in this campaign for their strength and courage, and hope it can open up conversations and give everyone the tools to support the young people in their lives.”