The CALM T-shirt - direct mail case study

The Campaign Against Living Miserably (CALM) – a charity aimed at men aged 15-35 who are most at risk of committing suicide – wanted to get record companies to donate exclusive downloadable music for its website so it could raise funds.

To catch the attention of busy music executives, it sent them a T-shirt that seemed to be promoting a comeback tour, but was actually a list of musicians who had committed suicide.

Using the tag 'We Can’t Raise the Dead, But We Can Raise Awareness’, this genius direct mail campaign by Tullo Marshall Warren, UK, has already generated more than 100 donations.