Project 84

About the Work Suicide is the biggest killer of men under 45. 75% of suicides are male. 12 lives are lost every single day. The statistics are endless. So how do you get people to truly understand the severity of the problem and start talking about it? We created 84 individual sculptures, representing the number of lives lost to suicide every week in the UK. Each sculpture was made by bereaved families with American street artist, Mark Jenkins, and displayed atop ITV’s iconic Southbank tower. Supported by a week of mental health programming on ITV’s This Morning, the campaign drove people to CALM for support, and a petition to make male suicide a ministerial responsibility. The campaign drove an increase of 34% in demand for the helpline and webchat support, and the associated government petition gained worldwide attention. On World Mental Health Day, the world’s first ever Minister for Suicide Prevention was appointed.