It's all too easy when getting briefs to think in the abstract. Even when the brief is an emotive cause like male suicide we have a tendency to generalise and just talk about the total numbers, rather than highlighting individual cases? We do this because it's hard to talk about individuals and in such a sensitive subject area it's asking friends and family to relive one of the worst days of their lives.

But, that's not to say we can't make emotional campaigns personal through clever creative. And Project 84 from CALM is an incredible example of this - rather than asking for words or videos, CALM created artwork out of those who have left us. A simple message, reinforced by influencer backing and an incredible PR campaign.

The lesson is a simple one. Always find a way to bring individual identity into your work - even if you never use a single name.


Oh and P.S - for all those brands talking about this being the year they take CSR seriously, Harry's light touch involvement in this campaign is the perfect example of how to do it.