Suicide prevention charity Campaign Against Living Miserably (CALM) has partnered with MoneySupermarket to repurpose an energy bill in a bid to spotlight the financial pressures that many Brits are dealing with.
Created by London agency New Commercial Arts, the full-page print ad marked World Suicide Prevention Day to highlight the extent to which falling into debt can lead a mental health crisis.
Made to resemble the traditionally dreaded paper bill, the creative reads: “Your monthly bill. Fills you with dread. Letters. Demands. Stress. Piling up at your front door. But there’s always a way forward.”
The mock-up goes on to give details about how CALM can help those struggling, along with a link to its website and scannable QR code.
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The campaign follows the announcement earlier this year that MoneySuperMarket Group agreed a two-year charity partnership with CALM, which will see the comparison site’s staff directly take part fundraising and volunteering to support CALM’s suicide prevention work.
CALM has received significant raise in recent years for its hard-hitting awareness campaigns, with last summer’s ‘The Last Photo’ receiving industry-wide plaudits for its concept and execution.
