For the latest Campaign Against Living Miserably (CALM) advert, AMV BBDO and Seven Stones have come together again to create work that challenges stereotypes and helps people open up … read moreabout how they are feeling. Loneliness is a significant problem in the UK - three million people say they feel lonely some or most of the time - and CALM wants to encourage more people to seek support. The campaign is the result of a new partnership between the agencies, who last year launched 'The Invisible Opponent' campaign featuring heavyweight boxer Tyson Fury. The campaign helped to deliver awareness of the charity by 50%, from 21% to 33%, between April 2021 and April 2022. PRETTYBIRD came onboard to produce this new iteration of the concept, with director Robert Wilkins bringing the creative vision to life. Entitled ‘The Invisible Opponent 2’, the film is the heart of a new campaign and shows West Ham and England footballer Declan Rice battling invisible opponents. The haunting struggle looks as though the player may be fighting themselves, as a full crowd looks on. Relief finally comes at the end as a hand extends to help him from the ground with CALM’s powerful message appearing on screen ‘You don’t have to be alone to feel alone’, followed by a rallying cry ‘Let’s tackle it together’. The film is a metaphor for the mental health struggles that people face and the sense of isolation that comes from tackling them alone. This time around, Declan is the focus of the action, playing a game that feels stacked against him. Rice, starring this winter with the Three Lions in his first World Cup, joined CALM as its newest ambassador earlier this month, and aims to raise awareness and challenge the stigma around mental health and suicide. Off the pitch, he’s set a goal to get more people talking and looking out for their friends and loved ones, at a time when more people than ever are turning to CALM’s helpline and web chat services for support.
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