CALM fundraiser - personal effects direct mail case study

An average of three young men a day commit suicide in the UK, according to charity Campaign Against Living Miserably (CALM). The charity wanted to raise awareness of this shocking statistic, and the potential impact of the recession on young men. 

Agency Tullo Marshall Warren sent sample personal effects of a suicide victim to potential donor companies to help raise funds for the charity.

The 'belongings' were sent in a hand-addressed padded envelope to 100 CEOs of organisations that employ 15 to 34-year-old men and marked ‘strictly confidential’. The accompanying letter explained the statistics of young male suicide and CALM’s mission to offer a place to turn to for anyone considering ending it all – in particular the phone line. 

A difficult and largely unrecognised issue handled in a sensitive yet extremely direct way. Powerful stuff.