The Results
The true impact of Missed Birthdays is yet to be realised, and CALM remains committed to the battle to prevent youth suicide through future iterations of the campaign.
In the meantime, the campaign has already delivered significant and promising results against its three core objectives.
However, since the campaign went live, we’ve seen some significant and promising results against our three core objectives.
1. Spark a conversation with Trusted Adults about youth suicide on an unprecedented cultural scale.
The campaign reached a staggering 657 million media impressions across print, broadcast, online, and CALM’s social media channels, sparking conversations nationwide. Social media engagement across CALM’s content increased by 701%, reflecting how the campaign effectively resonated with people and drove conversations around youth suicide.
2. Help Trusted Adults prevent, recognise, and support young people in moments of crisis through CALM’s C.A.R.E. kit.
The campaign introduced CALM’s C.A.R.E. kit to over 17 million adults, reaching 40% of the UK’s adult population. In addition to this, the email open rate for the C.A.R.E. kit reached 60%, far exceeding the industry benchmark of 35.4%, showing just how actively engaged people were with the resources.
3. Enable CALM to continue doing its life-saving work by driving awareness and support.
The Missed Birthdays had a profound impact on CALM’s ability to sustain its vital work. During the campaign period, daily donations increased by 453.2% and their newsletter sign-ups surged by a remarkable 4,182%, significantly growing their audience for future outreach. Website visits also increased by 731%, highlighting the campaign’s success in driving people to learn more about CALM’s mission and resources.
