Inside CALM’s Powerful ‘Missed Birthdays’ Campaign: Emily Clayton on Suicide Prevention, Public Impact, and Creative Partnerships
Why 6,929 Balloons Stopped Westfield Shoppers in Their Tracks
The installation of 6,929 balloons represented each young person who has died by suicide in the last decade and the birthday they did not reach.
In this powerful interview, Emily Clayton, Fundraising Director at CALM (Campaign Against Living Miserably), shares the inside story of Missed Birthdays — a groundbreaking suicide prevention campaign that transformed thousands of balloons into a hauntingly beautiful installation in the heart of Westfield, London in September 2024.
This wasn’t just about raising awareness. It was about grief, action, and hope. Each balloon represented a life lost to suicide. Each voice note, a story cut short. And each visitor, a chance to start a conversation that might save someone else.
Watch the full interview to learn:
How CALM and creative agency Adam&Eve used immersive storytelling to visualise suicide statistics
The campaign’s unexpected emotional impact — including stories from families who contributed
The MVP approach behind the CALM Care Kit and how it empowers “trusted adults” to take action
What Emily learned from balancing bold creative with deep care and safeguarding
If you work in campaigns, mental health, fundraising, or creative strategy, this is 25 minutes that will stay with you.