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celebrate summer with Mamma Mia take it's funny that all around the world on stage in London that timer songs as ABBA

it's the world's funniest musical Mamma Mia at the Novello Theatre you already know you get a love it before we start this episode contains references that many may find distressing if that sounds like it might apply to you.

Please check the show notes for more details hello Media pockets in Luton normal show this week.

Well.

I have been getting married which I think is a good reason we wanted to share another great show that's kind of in your wheelhouse, but crucially does is a direct competitor what I'm trying to say it well.

We're going to drop a whole episode of another show so you can add it to your weekly media news fix the world's leading business media brand marketing and advertising sectors and they also do a weekly podcast focusing on the world of advertising with the latest episode from the team and if you like what you hear from campaign.

Why do link to subscribe in Ocean 8 hello, I'm Gideon spanier UK editor-in-chief of campaign and welcome to the campaign podcast and today.

I'm joined by campaign Gemma Charles and working inspiration editor Imogen Watson and wouldn't be talking about the cam Lions Festival which we just returned from so hi Gemma hi Imogen good, so nice one in the podcast.

I'm going to speak to the campaign against living miserably but they're new campaign about suicide prevention the last photo and you're here from Simon gunning the cheapest active.com and will Grundy head of Planning at Adam and Eve ddb about that very important top big and it's a great conversation about first.

Can so it was the first in-person festival for 3 years since before the pandemic so Gemma how would you describe Cannes Lions 20-22 my first observation was that it was very rainy who would have thought that you know I'm speaking to people is there in the whole of the sort of living memory of a can.

They didn't really record ever raining.

So yes, but you know people cracked on and it was pleased to see the guys that sells umbrellas making a quick buck out of out of Headland anyway.

It was nice but I'm yeah.

There was a real for sense of Joy at being back together.

That was what I really picked up that people would just so pleased to have the big global event back as it used to be and you know while the online ones have been effective.

You know people have enjoyed them and last year was wonderful cos obviously AMV one agency of the festival.

You know there was this real sense of being able to be together and celebrate and network you know there's nothing quite like it and the amount of networking that you can do in that week is astonishing so it was really enjoyable so Imogen first time it can for you.

How was can 20-22 my fault, but it was an experience to say it likely and like I said it's my first one so it's a difficult for me to compare to pass one, but people kept telling me it's a bit more chilled which I don't know how rock is it was but it seems pretty mad, but it was it was a very had a strange moment during the campaign party wear it felt like I was just looking at my inbox and I've never sort of being in a room with so many people that obviously.

At the same time so yeah, it's pretty cool.

So just to give people a picture because most people haven't been to can you know it's this seaside town and there's a palais which is the festival centre at one end by the harbour.

There's a beachfront the closet which ones for basically amount of mi and there's around 10000 people who come to send those events everyday speaker sessions in the palais during the day and then in each of these pictures of beaches around 40 to 60 m wide.

There's a different company takes it over you got Google Facebook you got wpp dentsu and all hosting events then in the evening parties and some bits frenzy really from about 9 in the morning till way after midnight training experience stimulating and I think for the three.

One such a big people so it is simulating a bit of course people think about the work and that's what the line celebrate tonight with different categories was there a dominant theme of can beyond the fatted did Rain a bit I guess you'll really get away from the environment and the issues around that there were it was a week of protests.

I did the same but I know some people on the team did and having seen the money they were you know whatever your view on them.

They were pretty effective.

They were pretty eye-catching.

So yeah, I mean that's that's what comes across to me to the extent that we're actually going to do a question of the week on the issue, so we're going to sort it be asking so

Mainly the organisation in a protest so we're going to be asking whether the Greenpeace demand which is essentially the ad agencies stop working with and fossil fuel clients, we're going to be asking whether these kind of protests will actually affect change now.

We haven't had in the week any answers in from industry people at the moment and it seems to be consensus that they won't stop this but the process should continue because they keep the issue much on the front line and they keep awareness.

I was involved in on the first night someone came on stage during the actual awards in the palais, then on the 3rd day.

They a group of protesters came in kayaks onto the wpp by the sea and then on the Thursday

They're Greenpeace Godot ladder on a truck and it was a fire truck and it's about 50.

Feet High and leaned against side of the pillow so Imogen how much of that you saw yourself going for a meeting at wpp on the beach and he started seeing quite like you know you're walking along the closet and you like to do and then I started seeing some for signs of something and then you walk on you think and I saw the sea the protesters like that the sort of wet dog outfits and your little CAT scan and I thought they were joking and ok.

So obviously it some it was just all time I sorted the posting their posters on the first day.

It was a very pleasant and I think there is becoming a bit of a running theme of can Richard the Extinction rebellion a couple of years before.

I just wondering instead of going forward there needs to be a bit more of an interaction between the two rather than one sort of pointing fingers and the other one either tell you now or not really doing anything about it.

I think the future it actually for the two to combine a go off.

What can we do about this? Yahoo's interesting and there's no question that is attention and the advertising industry that I spoke to my readers the CEO of wpp afterwards and he was saying Greenpeace alright to highlight the problem, but everyone including the energy companies will call on the fossil fuel companies need to be part of the solution that I'm not read saying and I guess the question is how much latitude of these are energy companies be given and we've seen it with in the past recent password Edelman a lot of agencies.

I think the campaign is understand if I can put it.

Blaming the messenger is quite an effective way to push for this up the agenda and is no question that have tizen melting play an important role in both ways and communicating on the benefits of going to net zero but also making people feel good about someone purchases they make now even though they're not sustainable.

I would also say important that B&M Brazil a wpp agency.

Helps Greenpeace win gold at the office for something called Los Santos 3 degrees possibly there I suspect that's why not read is saying that Greenpeace is right you saw a lot of the work and saw one so anything that emerged from for you about the the work that was doing well, I can.

When I was looking at it from the sustainability point of view of the Awards obviously there's it's on section the sustainable Development Goals area but I wondering future whether it will get so can you win an award if you have not thought about sustainability within your credentials, so you know if campaign is called waste will not win anything.

I think it's quite interesting to think whether the next kind of going forward keeping the separate might be interesting but in terms of the actual work the work this out for me was wrong with the prince which was fire engine creative sports and it was on a work to raise funds for their kiyan prince Foundation I remember when me and Prince came out and I remember thinking on my word this is this is something now and I'm going to be back because it feels like one of those campaigns for someone had an idea and everyone else went but not going to be able to do that there's no way we can be able to do that seems to Madden

He hasn't seen it.

I'm based kicking Prince was a young footballer who was stabbed outside the school and never got the chance to become the football at the they would have become and they had the idea to they're talking about knife crime through difficult.

I think the people have tried.

It's getting worse which is another terrible part about it, but I think people trying different ways of tying 22222.

Where are young people most going to be present on on FIFA and I think it took 2 years in the making but they actually managed to get another character on the game and no from talking to engine that yeah, it was and it was many times for the rent with this is the end of it will give up so I think the pros work like that, which is you no such an amazing piece so different really well deserved so game prince was great piece of work anything else that stood out for you for a British you're around the world have always got a sort of love for and it feels like us talking to him about earlier and I cannot lie.

The Godfather I'm in a sensor before I get hurt myself, but in the sense that every time it comes out and it's Nash's that you always so happy and so amazing you know it's it's great to see but it's one of those things were can be pull out again.

You know and another one 1/4 one.

Would it be the same so I went to see but it's always great to see them sort of carry on that very interesting insight and then build on each time.

I think Channel 4 interesting is an in-house agency for and the fact that for the Paralympics Dave really continued to keep pushing the ball has been great and tribute.

I think to that.

They are using the power of film because that's what won the Grand Prix for the power film to communicate something which is still super super important and we've seen and chilli chair.

Separately come out with report this week about the low representation disabled people in and television in the UK so there's more work to be done great evening.

Just got recognition for what a beautiful film because obviously trying to force close such an important part in the Paralympics can imagine not that long ago.

It would have been seen the pictures over if you want to continue watching it, but there's really Greenwich to make it feel that it says as were the two watches as Olympics which is amazing to see Dad's and possibly the greatest legacies of London 2012.

I think that saying that right Gemma would you just give us a tally for the UK overall how UK brands and agencies did ok? So the UK got five grand prix so AMV bbdo picked up to 4 Hope reef at 1 in the media cast.

Send another industry craft on the same day actually rga, London picked up le Grand Prix for Nike sink that was in entertainment sport.

That's a menstrual app that helps you stole from track your menstrual cycle and helps.

You make a tailored training program and then for creative courses we been taught.

It's Grand Prix on Film4 superhuman and then the last one was engine creative Fillongley for the prince.

They got that Italian Grand Prix imaging of Grand Prix is not bad anyway.

Fibres is a big hole, but overall what about some of the golds and silvers and bronzes, how would you play the UK feel like that sort of covering up the sort of poor performance behind it if you like whenever out of the Awards secure find that UK and your rooting for it and then you'll io3.

White 2 silver and 1 bronze or whatever so I do think there's a lot of work to be done.

I think it's a bit of a wake-up call for the for the UK is why it's quite important for researchers to they had this year had a real British Focus and that was really really sort of encouraging to see the level of creative.

That's going to be coming out in the near future.

I got a home circle.

Yeah, it just need to feel super proud so I think there is it should be out of wake up call I think obviously of course I've come freeze.

It's pretty cool and to get the titanium Grand Prix but yeah, we need to do something about it.

I will say it's extremely hard to win a candle and there were only 25 Thousand Trees 18% the number of entries on 2019 but when you think about the set of challenges of the last couple of years actually number of entries was not that far behind the previous year which was 2 years combined.

Feedback I got from the number of the judges who are on the Jurys was how much they enjoyed the face-to-face judging and really interesting there was some discussion about whether the work was as good at the same time.

There was this sense that it was really stimulating to be together so overall how would you rate the next one and talk about purpose purpose was a large part of the words that were one and that's why I quite enjoyed seeing the underdogs.

Do well.

The underdogs is a seriously apples been working on for a few years now by director Mark Molloy and I just I love them is not often are the latest one was 8 minutes 30 and it's not often I watch an ad again and again and again and again and let you know I'm writing about it and I have to but it's so entertaining if you've had the Pfizer

Good advertising because it minutes 50 seconds of Apple product after Apple products in her you would get a bit goes out by it but they just smash it in terms of of Justice fun narrative the telling aspects of it.

It was just called to see sort of something about Beyond you know I want to be sent to a hospital and injected into thanks for the round up and I think just for the record we should say that dentsu creative bengaluru one agency of the Year the first time an agency from India and one agency of the year and that was because they did really well with vice Media the unfiltered history tour which was there an unofficial guide to the British Museum which gives visitors an immersive tour of the museum disputed artifax their origins and how they were obtained so yeah that was.

Nice media and I would just add densities decision to merge all their agent agencies together to create dentsu creative kind of paid off by the agency the year 1 the network of the year and had on that again interesting Ogilvie Mumbai 180 tanium and that was for Cadbury and again showing that India is a bit of a force in the advertising industry and again thing percent up more than 30% of entries for India so were there in trees were down globally at can India's been expanding wpp was the most creative company as well as the most invaded beach and I think it was an interesting can having what Gemma said at the store sustainability is.

On the agenda for campaign for every company that attends you've got to think why are we flying here or in some cases like the advertising Association taking the train on page it was it was announced the ad net zero is the UK national does expanding in America and Europe and sustainability is absolutely high on the agenda and the CT scan next year.

I'm going to one word about campaign could have our party on the Wednesday evening.

It was great to do it.

We had our editors and from campaign us from Asia camping India campaign Middle East camping Turkey there and it was really great to be together as a first time in some cases.

We met our colleagues because they do you know some point during the pandemic and the other people are Imogen joined us in the UK so we had a theme of campaign for creativity.

As a brand globally we all these different websites, but we United by this commitment to creativity and really glad that we got to be there was a nice of war with all the magazines for the creative arts front lot of people actually said that to me.

How much they like that that bored with the covers on this is what you call it.

Is it a step and repeat thing where you can go and set up again at your photos taken at the party to hear about 600 people at the Carlton Leach so I got to say to Gemma thank you very much.

Thank you celebrate summer with Mamma Mia take a trip down the aisle with me feel good tail that's catching hurts all around the world and where to see it on stage in London but I'm a songs as

It's the world's funniest musical Mamma Mia at the Novello Theatre you already know you love it.

So now we're going to go and talk to the campaign against living miserably calm and please say that Simon gunning the chief executive of calm is here along with wheels head of Planning at Adam and Eve ddb which works work on so welcome to you both so much and the reason here is a calm as got a new campaign out and it's called the last photo suicidal doesn't always look suicidal, so the idea is that comes using the last photos and videos of people who've taken their life as part of the campaign that aims to dismantle a misunderstanding what suicidal looks like and this work by Adam and Eve ddb is the biggest campaign from column to date and aims to

The nation with tips on how to have difficult conversations with their peers to the last photo launched early this month as an unbranded exhibition on London Southbank with 56 1/2 feet high smiling portraits showing people living a carefree life but on the 22nd of June last week.

It was revealed that the happy image is in fact the last picture of the person before they took their own life and there's a film which will hear an extract from now if you happy and you know it if you happy and you know it clap your hands bring me sunshine in your smile bring me that all the way.

Who is where we should be more happiness so much joy you can get Brand New Brighton tomorrow right so Simon and will it's a very moving and to explain it shows a number of people many men and women and their hit the ground looking sounding Happy Hour Simon ceo.com tell us a little bit about this new campaign and I guess why is matter so much yeah, so it is because we know completely that talking about suicide is of directly preventative measure so we think about in terms of the suicide being.

Play Sunshine full and unliking the the dark corners if we don't talk about it becomes an option and that option can become real but we know absolutely getting out in the open and confronting her is a directly preventative measure so that was kind of the inside we will see quite a number of campaigns or piece of work when people talk about spotting the signs and actually I think the first conversations.

We had more about that kind of principle, but then went to work because so many people are there no signs to spot that was kind of that was sore to breathe through Adam and Eve I think really that wasn't Yahoo when you added into suicide and you dig into the way that families and friends who have been lost to suicide when they talk about it the thing that you always here is we never saw it coming and so there's this guy does perverse tension wasn't there where we were kind of starting by thinking like what are the signs how the educate?

What to look out for Harry made people more vigilant but I think we had this realisation quite quickly was that actually that's looking at the issue to the wrong end of the telescope there aren't these signs it's in its hidden away and actually the only mass preventative measure to prevent suicide is being much more open as individuals and as a society talking about it as part of what makes us human and normalising it in a way that we have singularly failed to do because it is normal 125, WK 125 people are we taking their own lives in a middle-aged man and I have a little tiny handbrake comes on it was gonna get to that worst even though I do this for a for a living but when you see the Faces Mrs if I think the evolution place where we covered their faces.

You want to talk about my number if you want to talk about the humanity yeah and just although I will remember to project 84 was in 2018 and there were 84 statues which were unidentifiable people from the outside.

They're all made by families themselves with Mark Jenkins the artist and signed with messages written answer them and then they were sealed inside the clothes with the hoodies sealed with superglue.

So they became Anonymous and that was all about the number.

This is all about the humanity because whilst we will as long as we worry about talking about suicide somebody else is happening to when you look into the eyes of those portraits and you watch the film.

That's about Mum's dad's brother's sisters friends Weisz husband and his us so towards point about making a part of humanity is part of humanity.

It's a human traits and we own and that's what you wanted to do was make it clear that isn't.

This is us and we'll just when you think about the maybe the insight switches at Simon is talking about you gone from this point now where you got clearly identifying wakefield's real because it is real and tell us a little bit about.

What will the the planning in in how you reached this point so you need to identify people so I think it's interesting actually when we were doing the planning the thing that we found at yeah.

Kind of suit is really talked about and it's only often talked about culturally when they have high profile suicides write the tragic suicide of Gary Speed or Caroline Flack call Robin Williams in the States and the thing that we started noticing when we are working on the brief was that whenever people spoke about those in the aftermath of the suicide.

It was always accompanied by smiling.

Yeah, and it was always a kind of this was the person that we knew and actually I wish that I'd known that behind that smile something was happening.

I wish I could have been feeling but I didn't and so the thought that we started working with and they had the inside that we had I think inform the campaign was very very simple as that suicide hide behind and the only way that we can prick that is by talking about it by saying that this is what suicide actually looks like if you go onto Google photos right.

It doesn't interestingly you know if you think that 284 amazing kind of campaign that it was but 84 was a victim of that.

We shows suicidal statues on top of buildings that big cultural troupe of what suicide looks like you Google suicidal person on Google Images and you see people with their heads and their hands you see people looking desolate looking sad.

not what it looks like and pricking that person that revealing what is true about it was where we started and that's what led to the last photo in the more we can have spoke to people then we spoke to families and friends the more true and universal we found that kind of story to be everyone had this kind of one last recollection is one last photo this one clip of that loved one and people would look at it with this Bittersweet heartbreaking kind of sense of look at how happy they were just before and I think we just wanted to use that to really really create a new conversation around suicide and how is received both Riley and lots of people that they feel guilty dog to make bunny is now they can spot the signs yeah and the inside of the so we are probably more with suicides of social assume a common as a

That's probably what we doing not with non-clinical and I think the confusion in the in the the mind of the general public is it is a mental health issue that you can see because dirty.

They will lose their jobs and yes, that is the case.

It is often a mental health issue, but more than half of the people that died by suicide have presented 44ml this socialist which is the greater insight from from Adam and Eve which is the culturally we propagate this misunderstanding and it kind of allows us to cells of guilt tales from the burden of trying to confront it.

I want to make sure that the end of people Direction out where they can find out more information in terms of the EU even though you if you like it.

You should carry out around mental health when we think about the last 2 + years of the pandemic.

We think about it now and

Moses Simon to what extent is having an effect do you do you have any numbers that should have demonstrate? This is been taking an additional so since project 34.

There's been an 11-plus over 11% rising inside that didn't make that any about what we know is another key inside worry.

Why we had to go out now with a direct preventative campaign is that bass 2008 and that was the last time we saw a huge jumping in suicide special amongst men 45, + so what we know that there is a potential correlation between economic hardship suicide think about that.

That's the case.

So what we really want to do is be front footed and get it to get preventative before we may start to see those numbers change and on you.

I think it is about three quarters of suicides are men.

Yeah and also there's issues around inclusion in terms of people from certain anything back lgbtq + more risk target audiences and partnerships.

So we can we appropriate other people's audiences and deliver helpful messages them sometimes it in the past.

I have not been overly about suicide supersample working Topshop and Topman through with Adidas sorry.

I need to tell you they were talking about happiness to that audience.

I think actually positioning now as we are relentlessly about suicide and I think that has been a really important.

To the last photo write 84 as about the number of men who died by suicide every single week the last photo, so you can see it in the film that you've just shown you can see it in the portraits.

Yes a heavy kind of male presents in that because three and four suicides in this country is still mail and but we know for example young girls are the fire scanner rising group in terms of suicide ideation as a suicide prevention organisation need to ensure that we are getting on to all of those audiences and not just frame yet as a as a gender Edition and isn't it? It's not the campaign against people that died from attempting suicide is the campaign against living miserably and actually attempt from pretty much the same.

It's just that male attempts of 3 Times more likely to Leeds

Conclusion and so in trying to address that you said that 10 to 24 audience of all genders.

That's a really important piece of work and 84 actually made us completely gender inclusive because the summer we were we were very deliberate in the way that we actually deployed the last photo so for example when we did our big launch last week on Wednesday very deliberately we had a meal and we had Amber Rose from love Island coming down and talking about suicide to their audiences because whilst necessarily we've kind of planned it to deliver maths maths conversation.

We also being really specific about audiences that we targets that message can get out in an authentic and credible way to the groups for whom.

It is even more important for it to be a conversation.

That's had you ok raises lots of interesting questions, so we here on advertising podcast and but I think of what commas darling.

Particularly ITV when you talk about reach you got a lot of earned media coverage.

I would say but you to believe in the role of paid Media paid advertising and I'm but each of you, but maybe some Simon why paid advertising how much do to be able to plan we are very successful and you got to get on with the Wind right and you got to get all the circumstances to line up and then and then off we go and you'll have to have a pretty busy but we have appointment with AMV and 7 so we went out on ITV4 that which was really really old.

Collings Wells slightly lower demographic to be able to plan but when we are charity and it's it's hard for me to spend lots of money because we have a fundamental responsibility to be spending that on all services like a helpline, but yeah, it's very important and will be the first of its about what the objective of this campaign is trying to achieve right.

We're trying to achieve conversation with trying to get people on Mass to talk about suicide not just once but then on the way and so there is a crucial role for a page component to continue to pick up on the momentum and fuel those conversations in the long term so it's about go super watching the effectiveness of that idea.

We always start whenever we working with car.

We always start with what the headline is because we recognise that actually that's the way to really really create something spiky the existing culture.

Particularly looking back at project 84 that was an amazing kind of earns campaign writer created a huge amount of conversation, but we did Sara Lee we won't be able to sustain it in the way that were fortunate enough to be able to do with the last photo anything.

It is probably worth calling out on the podcast because a lot of people listening with very very lucky to add an amazing number of people like JCDecaux and ITV who have bought into the importance of the idea of the Brilliance of the and said we will see that you showed is in 700 odd cinema listings and it's because people believe in the importance of it, so we really really lucky to benefit from a paid the other charities might not necessarily endorse together relationships are the Seven Stars completely pro bono.

Are teams have got what looks like a media without a print was amazing last week cinema and then JCDecaux where we're all over the country with as you were with stay and others as well sometimes.

It looks like we're actually not because it's a good word of great people that one, but it's still about context as well and I wanna ask Simon as well.

You know when we think about how I'm all of us can see Media online platforms are very important and they can be times when you're looking at something and you get a recommendation to look at something else another video another piece of content somebody's algorithms actually incredibly powerful is anything to say about the responsibility of Media owners need anything at calm has been pushing for asking for and I'm asking really because of the advertising industry.

I've been interested in delivering content.

Sam and so that we can have some sort of control over the hour or we can have an algorithm which would deliver helpful content right now really Google just for one box and that's it and that says call the Samaritans everybody so we are with what we're doing with the last photo clearly the keyword search showing up potentially be going down to the tools.

I waited we're just having a bit of the algorithm.

Do we do this thing but actually that's why I'm very well.

Thank you.

I'm just looking through the social media platforms have been incredibly successful with it, so the most favoured LinkedIn gone crazy Facebook Twitter Instagram as you can imagine somebody visual campaign in fact what was saying is that the thousands of comments are people joining in with the station which was precisely the objective but we have done a lot of work with media owners who were extensively would have to be to with Dave lots of radio lots of presents to help them.

Play kind of content which isn't push people into directions which could be tricky but with the key objectives be to talk about suicide is certainly worked with project 84.

I believe that leads the appointment of a minister with suicide prevention in The Brief and the title and the title and that was that it was but time now.

There's there is no one with that breathe in their title prevention and you yeah, I guess the question would be is there something you like government to be doing so they made a pledge to reduce the sound by 10% and then the Canadian dollars into post and that didn't happen but as mentioned the rate of 11% time Gillian Keegan now has the role but as we had lots conversation to Theresa Mays speech and with Theresa may as well.

We wrote the job description.

For the for the role with those special advisers with the appointment Gillian Keegan under the current administration suicide prevention has quietly slipped away.

I think that's Javid speech last week was very helpful that he had a job in the house for the first time about his brother staying in Parliament about a month ago.

When is Olly my all-time Heroes I was on a panel when you order and Andy Burnham talking about the death of Ian Curtis and what hasn't that time I have changed to be in the speakers house in the palace of Westminster and have 200 MPs talking about this subject was an incredible step forward to speaker Lindsay Hoyle spoke about his daughter which was just devastating moving so you can see progress, but why would you remove the title? Why would you drop that? What makes you think I will get rid of that is it?

Is it shame they not want to have that in there because I found it embarrassing.

I don't understand the motivations say it's no longer important enough to be in the Ender title and what I'd like to know why that is so I guess what's a space really.

I think you'll just to put it instead of when the Minister for suicide prevention was announced.

I think we were already incredibly Boyd incredibly proud as well that we had really agitated for that the position head 202/203 150000 signatures by the end of the reason I want to call out is so between 20 and 2021 when the ministers remake was kind most substantial there funding available to the minister was around 5 million or something like that over the course of the three just put that in perspective the London School economics estimates that one suicide costs the UK economy 1.25 million lifetime, so

That amount of money is is get you to Wednesday public Health England SE15 6AE tried so the reason I bring that is not to diminish the the enthusiasm or the intention of the minister, but it's the Illustrated I need to be a much bigger kind of cultural see change in the way that we prevent suicide and to bring it back to the last photo.

That's why talking and patient is important because I think as much as we would love there to be a minister with a bottom magic money tree to use they do exist and not for us, but that's never going to be the answer the answer and a more fundamental level is a society that is comfortable talking about suicide talking about the one in five of us have suicidal thoughts in our lifetimes.

You can talk about the fact that actually this as an issue as devastating as it is is much closer to home then we realise that.

Please submit an organisations like calm and campaigns like the last photo can begin to turn that that's when proper change is going to happen in the long term basis as a social issue.

Fortunately we are joined by an amazing colleagues at mind and Saracens from sample who treats it as a mental health issue, and so what 1:5000000 between the two numbers that multiply that by 6/2 to 12 billion year in cost to to the country, so clearly that the NHS properly and take some of that cost and and reapply into mental health care our approach.

However has as well saying is the size for level on a cultural level and to use modern Modern forms of communication techniques and tricks culture to enable people to seek help.

Help and change their behaviours so last thing anyone who's listening.

They might be worried for themselves or someone they know what should they do in the best places to take next well.

Hopefully, they would work delete.

I'm with the last photo and the supporting materials that we made with myself a good hope they are so go to the website and there if that's we will talk you through step-by-step how to begin a conversation with around the table in the pub at football at work at school and we can we can help you take that very difficult step because we are very much aware of the stigma and shame and embarrassment so come and have a look at that stuff helplines open from 23:55 7-days a week without anybody have we have paid train professional people at the end of the phone?

Is there any way we have approached us, so we can help people there and then and I definitely do not seek help from GP if you feel that you need it was the website URL and the tip it is the.com zone.net and the phone numbers 158 5858 and I think people can donate as well.

That would be really really good.

Yeah.

We the cost of living crisis Ride Across the charitable sector as well as obviously in the private sector is is having quite a profound effect so that we don't ask for money.

That's been our brand position.

We only asked how we can help but I think it will be will be working without asking for money campaigns and without wanting to be to brazen on your podcast £8 can find one potentially lifesaving call Leo kind of the most of us working in the creative Industries that's two slightly overpriced latte.

It's right.

Yeah, kind of

Hopefully something that we can all giving it will make it.

See you too different so yeah, go on to the console.net and donate if you can alright.

Well.

I want to say thank you very much.

I'm going from calm and will Grundy for Adam and Eve ddb and thanks so much for listening.

Thank you.

Thanks very much Lisa Aidan Lyons for rethink audio for helping us to put this together and if you enjoy this episode, please subscribe to the campaign podcast wherever you listen to podcasts also check out our website live.co.uk to stay up to date with everything that's going on in Headland and if you're not yet subscriber visit campaignlive.co.uk membership details about how you can get full access.

I hope you'll join us next time on behalf of the campaign team goodbye.

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