T&Pm collaborates with CALM and The British Arrows to launch “This Is Not A Drill” tackling mental health in Gen Z
T&Pm, in collaboration with suicide prevention charity Campaign Against Living Miserably (CALM), has unveiled a new campaign titled “This Is Not A Drill” that addresses a critical issue among Gen Z: the difficulty of speaking out about their own mental health.
The campaign, which features a unique blend of drill music, comedy, and sharp lyrics, is designed to raise awareness and provide practical guidance on how to recognise the signs that someone may be struggling, based on CALM's ‘Worried About Someone’ guide.
The new series, which was born from a competition run by The British Arrows Young Arrows, was created by T&Pm creatives, Arnold Jorge, Osagie Samuel and Gareth Ellis. The project combines the raw energy of drill music with a light-hearted approach to tackle the serious issue of mental health in a way that resonates with younger audiences.
The campaign features an original drill track produced by Carns Hill, one of the leading figures in UK drill music, and performances by Kadeem Ramsay (Top Boy) and Jordan Stephens (Rizzle Kicks). The series of films, produced by Common People Films, is aimed at helping a new generation of young people who are statistically the least likely to reach out for help with their own mental health*—recognise when someone close to them may be struggling.
“As someone who’s struggled with their own mental health, I know just how important it is to raise awareness on topics such as suicide, depression and anxiety," said Arnold Jorge, one of the creators of the series. “So being able to do that in such a unique and authentic way, through the power of music and comedy is such a blessing. I hope that through this project, many people will be able to spot the signs and support their friends who need it.”
The series also highlights a striking statistic: 18-24-year-olds, while vocal about others’ mental health, are the least likely to seek support for themselves. According to data from CALM’s “Open Up” campaign, over half of young adults in this age group (53%) feel unsure about starting a conversation about their own mental health, compared to just 33% of those aged 25 and older*.
Osagie Samuel, creative at T&Pm and one of the creators of the series, explained, “We conceived the idea as a way to treat the signs of people in trouble as an emergency— using hard-hitting music and humour to deliver the message. The importance of ‘This Is Not A Drill’ became even more personal when my friend and creative partner, Gareth, sadly passed away during the making of this project.”
Simon Gunning, CEO of CALM, commented, “As a society, we assume young people are going to be the most equipped to ask for help when they need it, but we now know that they often suffer in silence. ‘This Is Not A Drill’ is therapy by stealth, brilliantly showing the do's and don’ts of really being there for a mate—and putting a great, beaming smile on your face at the same time through its sheer brilliance.”
Toby Allen, chief creative officer at T&Pm, said: “Mental health is such a critical issue for our generation, but we need to find different ways to start the conversation, especially on Social. Who’d have thought drill music could do that? We hope ‘This Is Not A Drill’ becomes a turning point in how we talk about mental health, and look out for our friends.”
The campaign is available to watch across multiple platforms, including TikTok and Instagram, where it is being shared as a series of snackable, yet impactful, films. The series is a critical resource for anyone looking to understand how to support friends and loved ones who may be struggling with their mental health. For further information on the campaign and to watch the films, click here.
*The research was commissioned by Beavertown Brewery, as part of its 'Is This Seat Taken?' campaign. Polling carried out by OnePoll, polling 2,000 UK adults (nationally representative on the basis of age, gender and region) between 5th and 9th March 2024.
Credits
Client: CALM
T&Pm
Creative & Writer: Osagie Samuel, Arnold Jorge, Gareth Ellis
Chief Creative Officer: Toby Allen
Creative Director: Mark Daw
Head of Production: Charles Crisp Producer: Carla Sandhu
Senior Account Director: Misbah Husain
Director: Kevin Hudson
Producer: Erin Sullivan
Exec Producers: Ramy Dance, Tony Roberts, Mel Sylvester
1st AD: Sue King
2nd AD: Lulu Chaps
Script Supervisor: Roxanne Maguire
Production Manager: Aaron Briggs, Emma Stevens Broyd
DOP: Dominic Lake
Camera Operator: Arran Green, Devan Clarke-Sheward
1st AC: Oli Robertshaw
2nd AC: Jasper Maberly, Connor James Pearce
Grip: Tom Trevail
Grip Assist: Danny Martin
Gaffer: Charlie Lodge, Sam Saunders
Electrician: Justin Cheung, James Brooker
Sound Operator: Hugo Berry
Stylist: Ollie Dunn
Stylist assistant: Libby Marsden Hair & Make-up: Temi Adelekan, Paige Cole
HMU Assistant: Carla Todirau, Megan Goram
Production Designer: Nuha Mekki
Art Director: Amelia Tavenner
Art Assistant: Emilia Mendez
Runner: Omer Burhan, Oli Nichol, Billy Daisley, Bradlee Anthony-Wetherill Photographer: Jeaniq Amihyia
Casting Director: Thomas Adams Casting
Location Scout: Mike Glynn
Catering: FoodJunkee, Fam Vegan
Camera & Grip: ARRI Rental Lighting: Glo Film Lighting
Sound: Just Audio
Production Essentials: Get Set Hire
Locations: Broadway Cafe, Salt Film
Jewellery: A Touch of Gold
Edit: tenthree
Editor: Dave Robinson
Producer: Maya Kilic
Post Production: Electric Theatre Collective Exec Producer: Vic Lovejoy
Co-ordinator: Ryley King
Colourist: Megan Lee
Exec Producer (Colour): Olly Whitworth
2D Leads: Gary Driver, Ahmed El-Azma
Compositor: Tijan Holder
Compositing, Roto and Clean-Up: The Hotspring
Executive Production: Gemma Humphries Production: Rishika Das
Vfx Artists: Kanhiya Ponia, Asha Parakkal, Manthan Fale
Sound: Factory Studios
Producer: Emily Thomas
Sound Engineer: Josh Campbell Assistant Engineer: Andy Isaias
THIS IS NOT A DRILL - DRILL SARGE & KAMMO
Music Written by: Arnold Jorge, Osagie Samuel
Music Performed by: Arnold Jorge
Music Produced by: Carns Hill
Music Recorded at: Studio Maniac
CAST
Drill Sarge: Arnold Jorge Kammo: Osagie Samuel
Young Tizzy: Jarmaine Muganiwa
Jabz: Ren Boateng
Deepah: Tok Morakinyo
Rob: Laurits Bjerrum
Anthony: Bradlee Anthony-Wetherill
Pizza Delivery Man: Jordan Stephens
Mum: Zimena Osima-Pringle
Tash: Xena Mendez
James: Michael Latham
Ollie: David Amuno Foreman: Mark Davis
Ray: David Adebiyi
Ally: Georgia Edwards
Ty: Fergus Murphy Kaiden: Michael Jeremiah
Chef: Nick Von Schlippe
Cafe customer: Kadeem Ramsay
Buzz Talent Extras:
Aluizia Cristina Leite San
Bayleigh Gray
Carol Eastco
Eric Wright
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.
Published on: