The Campaign Against Living Miserably (CALM) is an award-winning charity dedicated to preventing male suicide.

The brief

The project stemmed from Bold Content’s participation in The Drum’s Do-It Day 2017. Our Branded Content Manager Alessandro Iacoponi, along with Ben Hawley and Paul Shiels from CALM, developed the concept that men do not need to wait until a wedding to act like a best man. We were tasked with creating a video to support this initiative.

#BestManProject Campaign

The #BestManProject revolutionises the idea that you don’t have to wait for a wedding to be a best man to your friend. These videos explore the awkward, masculine tension that comes about when two best friends are coaxed to open up to each other.

This video features comedian Humza Arshad, and his best mate, Dhanny.

Our campaign has been picked up by Vice and distributed by Noisy to millions of viewers.

This campaign has won Best Video Series for the International Content Marketing Awards, taken second-place for Campaign of the Year at The Drum’s Social Purpose Awards, and has been nominated for the Charity Film Awards.

You can see more about the #BestManProject here.

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