Entertainment TV channel Dave, and CALM (the Campaign Against Living Miserably), are raising awareness of World Mental Health Day in a continuation of their long-running, award-winning partnership. They have also joined up with Murdock, the London based Barbers whose staff are trained in Mental Health First Aid, to further encourage positive conversations surrounding mental health, activated by in store ambient media and supported by both on and off air media.
The campaign features co-branding in Murdock’s London stores, TV ads, social videos, and five new episodes of the hit podcast, Conversations Against Living Miserably. All launching on World Mental Health Day – Saturday 10th October.
The mission is to let people know that they are never alone in whatever they are going through, and that CALM is there if they need them 365 days a year. Open conversations can be had anywhere, with anyone, and even the most serious things in life can be met with humour!
In all Murdock London stores, branding will feature messages such as, “Feeling good after your haircut? Why not check in on a mate by text on the way home? Share that good feeling” – “Hey good looking! Yes you, stop putting yourself down!” and “WELCOME! Come in! Chat! Forget your worries for a while. You’ve probably got a lot of them because, well look at everything.”
To encourage social distancing, floor stickers will also read, “Please keep at least one large sheep away from everyone to ensure social distancing.”
The TV ads and social posts, produced by UKTV Creative with senior social editor Aaron Gillies, follow a similar theme and are made up of humorous and uplifting messages. More importantly, they signpost audiences to CALM’s life-saving helpline.
Hosted by Aaron Gillies and Lauren Pattinson, the podcast Conversations Against Living Miserably has been an integral part of Dave and CALM’s partnership since it launched in 2018, bringing new and relatable stories to Dave’s audiences. After the success of three lockdown specials made at the start of the UK COVID lockdown, Dave and CALM wanted to ensure listeners had new resources, coupled with comedy, to get them through. The five new episodes feature Kiri Pritchard Mclean, Riyadh Khalaf, Jessica Fostekew, Jen Brister and Brett Goldstein. These episodes touch on topics surrounding mental health and modern life and are a place where listeners can get helpful guidance and tips to apply to their own everyday lives.
Luke Hales, Dave channel director said: “It feels like an understatement to say 2020 has been a difficult year globally, and World Mental Health Day is a time to ensure conversations about mental health are happening, at a time when they are needed the most. As always, our campaigns feature an element of humour, because the aim is to be uplifting whilst promoting important conversations – whether that be with friends, chatting to a barber, or someone at the other end of the CALM helpline. A huge thank you to Dave marketing manager Danni Rice, and Aaron Gillies, whose speed, passion and brilliant work has made this vital campaign possible.”
Simon Gunning, CALM CEO added: “Comedy and humour can be incredibly powerful in opening up the conversation surrounding mental health, which is why we’re hugely grateful for Dave’s continued amazing support. Six months have passed since the government announced lockdown in the UK. In this time the CALM helpline answered 71,261 calls and chats.
“That’s over 12,000 hours talking to people and 645,240 chat messages exchanged around topics such as isolation, anxiety, relationship concerns, health worries, financial stress and suicidal thoughts. It’s more important than ever that we continue to look out for each other and be there for those around us when times are tough.”
Anna Worthington, Managing Director at Murdock Barbers said: “Our barbers are incredibly passionate about the wellbeing of their clients. Looking after men is a fundamental part of our DNA and we are proud to partner with Dave and CALM to raise more awareness and support around men’s mental health. Mental Health Awareness Day is an opportunity for us to change the culture and stigma associated with discussing mental health and as a result of our #morethanabarber campaign, our Barbers are trained in Mental Health First Aid to offer a safe and comfortable environment for customers to open up about their struggles. We are thrilled to be an official partner of the Dave X CALM campaign and look forward to showcasing the campaign messaging and initiating crucial conversations in our stores on the 10th October.”
Dave and CALM’s award-winning campaign – “Be the mate you’d want” – launched on 26th November 2018. Since then, the partnership has seen the launch of a UKTV Original TV series hosted by Joel Dommett, Comedy Against Living Miserably, 37 podcast episodes, and a Comedy Festival in an Ad Break. All elements of the campaign centre around the idea that small gestures from a friend can be a lifeline for someone going through a tough time.
The CALM helpline is available 5pm – midnight, 365 days a year on 0800 58 58 58.