Brief:
Campaign Against Living Miserably (CALM) is a suicide prevention charity. 125 lives are lost to suicide every week and loneliness is a significant concern. Loneliness is a huge problem in the UK - 3 million people say they feel lonely some or most of the time and it’s the topic CALM receive more calls about than anything else. The brief for this campaign was to show empathy for those struggling and to raise awareness of CALM as a source of support.
Description:
The film The Lonely Player tackles loneliness through the lens of football. The campaign film features England footballer and CALM ambassador Declan Rice in a haunting struggle on the pitch. Declan cuts a lonely figure as we see him flounder in front of unforgiving fans. Relief finally comes as a friendly hand is extended to help him off the ground along with the message ‘You don’t have to be alone to feel alone’, followed by a rallying cry ‘Let’s tackle it together’.
Cultural context:
While suicide can affect anyone, regardless of background, it is most prevalent amongst men. 75% of suicides in the UK are male. Men are often reluctant to talk about how they are feeling. For many, mental health struggles are a source of shame and secrecy. High profile sport stars such as Declan Rice can help to challenge this stigma and encourage men to speak up and seek help.
Placement:
The work ran on TV and online in the UK. It premiered as editorial on Soccer AM, and ran as advertising 61 times across the Sky Sports network (including Main, Premier League and News channels).
Solution:
There are many misconceptions about loneliness. One of the assumptions people make is that it only affects the elderly or those physically isolated, living on their own. But you don’t have to be alone to feel alone. You can be surrounded by people and still suffer desperately with loneliness. The context of sport allows CALM to challenge the stigmas around mental health, particularly amongst men. They often hide their mental health struggles and are worried about appearing weak by speaking up.
The work ran for one month, from the start of the 2022 FIFA World Cup on 19th November and included a high profile placement in the World Cup semi-final coverage on ITV.