It has been an incredibly difficult few years globally, and people have continued to struggle even as the pandemic has receded. Mental health is an ever-growing concern as the economy grows more uncertain. Those financial hardships have reportedly led to an increase in suicidal thoughts among adults, an issue that many not-for-profit U.K. organizations are mobilizing to address.

But few have had the same marketing impact as the Campaign Against Living Miserably (CALM), the British organization founded in 2006 to help combat suicide among men.