A powerful installation of inflated birthday balloons to mourn missed loved ones

Birthdays aren’t just another day on the calendar. They’re milestones, moments that mark our journey into the world.

For young people, it’s about stepping into independence, freedom, and all the possibilities that lie ahead. It’s a celebration of what’s next, and a time of joy for families and friends to watch you grow.

However, for some, it can be too hard to see the positives for the future that is presented to them.

So, in time for World Suicide Prevention Day, adam&eveDDB’s latest work for Campaign Against Living Miserably (CALM), in collaboration with ITV, has seen the launch of the Missed Birthdays campaign, with a thought-provoking installation to bring attention to the stark reality that suicide is the leading cause of death among young people under 34.

At the centre of this campaign is an installation featuring 6,929 birthday balloons in Westfield London, with each balloon symbolising a young life lost to suicide over the past decade.

The use of birthday balloons highlights how tragically young these individuals were when they took their own lives, with some before reaching the age of 15. 

The celebratory milestones of life they will miss are such a powerful and simple way of bringing home the message, especially for parents and loved ones.

The visuals also remind me of when someone lets go of a balloon which floats away into the sky unnoticed by those around them, but on a mass scale. It symbolises the many lives that have slipped away, serving as a stark reminder of the urgent need for conversations around mental health and suicide prevention so that no one in need of support goes unnoticed.

Such a delicate topic can be tricky to discuss and it can be hard to recognise who needs support. CALM’s past campaigns, such as ‘Last Photo’, as well as Norwich City Football Club’s ‘You Are Not Alone’ campaign in partnership with Samaritans last year, highlight this challenge. This is why CALM encourages open dialogue, aiming to dismantle the stigma surrounding suicide and save lives through increased awareness and support.

The campaign underscores our collective responsibility in supporting and safeguarding our youth. It is a call to action for everyone to be proactive in reaching out and providing the necessary care and understanding that can make a significant difference.

For those who missed it, extensive resources are available online at thecalmzone.net. This includes the C.A.R.E. kit - a comprehensive guide designed to equip individuals with the tools to support young people, as well as personal testimonials from some of the families involved in the campaign.