CALM’s heartbreaking ode to Evelyn

In the UK, between 2012 and 2022, 6,929 young people aged 15-24 lost their lives to suicide and two in five admitted to experiencing mental health problems and suicidal thoughts.

This heartbreaking campaign created for CALM by adam&eveDDB, aims to raise awareness of these sobering statistics and support the charity’s work in helping people end their misery, rather than their lives. 

Directed by Seb Edwards through Academy Films, the campaign film features poignant home videos following the life of Evelyn. We see her sharing celebrations and milestones with her family, laughing and dancing and growing from a gorgeous baby into a teenager.  

The film is beautifully narrated by Evelyn’s mum, who recalls her daughter’s beaming smile, kind heart and warm hugs. The words form an emotional letter to Evelyn but in the final frame she is seen holding up balloons, celebrating a birthday that was to be her last. 

Made possible by funding from the Iceland Foods Charitable Foundation (IFCF), it marks the next second instalment of the agency’s ongoing work with CALM, in partnership with ITV and the 7Stars.

Simon Gunning, CEO of CALM said: “It is unacceptable that we have lost 6,929 young people to suicide in the last decade. Behind that stark statistic are real people, and thousands of families going through the unimaginable pain of losing a child. We at CALM want to thank every single person that has generously shared their story with the Missed Birthdays campaign to date, and to Evelyn’s parents for the courage they have shown in allowing us to help tell their story in this new film. With their help, we’re urging absolutely everyone to save, share and bookmark the C.A.R.E. Kit. We all have a role to play in ending youth suicide."