Campaign Against Living Miserably

Question: How can we overcome social stigma, be taken seriously by policy-makers, attract ambassadors, build support and drive revenue? Answer: Get serious and unite behind the mission, but protect the genesis of the movement. Matt spent several years as part of the team who transformed CALM from principled agitator to respected leader, bringing a maturity which commanded the respect of governmental policy-makers and corporates, and began the normalisation of conversations around men’s mental health. Matt assisted in the roll-out of a new brand and positioning, contributed creatively and strategically to pro-active and reactive briefs (including ‘Man Dictionary’ campaign, brokered with JC Decaux to use expired ad space FOC, and Heads Together) and partnered with some of the biggest consumer and media brands, as well as an ever-growing roster of high-profile advocates to drive change. Too much work to list. Impact: Increased brand awareness by 269% and contributed to reducing male suicide rates from 15.8 to 14.5 per 100k while working the account. Agency: Theobald Fox for Campaign Against Living Miserably. Role / Team: Creative Strategist within a team of seven collaborating with / reporting into CALM leadership, plus media partners and ambassadors. Responsibilities: Strategic Communications | Copywriting | Commercial & Media Partnerships | Art Direction | Artworking of Print & Digital Media