ABSTRACT
In the Campaign Against Living Miserably (CALM) service zones people work on the ground with local funding to find culturally relevant angles for young men to relate to CALM. CALM was set up in response to research undertaken by the Department of Health into why young men weren't accessing helplines for those with depression/mental health problems. The ads launching the charity in 2006 and shown on MTV featured young men – hip hop artists, DJs and artists – talking direct to camera about how it feels to hit a wall and about the importance of talking. In England and Wales, suicide has again overtaken road death as the main cause of death in this group. One of the biggest obstacles to bringing in the support that is out there is the deep trench that health professionals dig to separate themselves from the audience they serve. The ads themselves have brought in more talent, from individuals and from agencies.
