Problems that remain wordless can so easily take on a life of their own. When it comes to mental health honesty can be the oxygen which helps people to start life changing conversations and, crucially, feel less alone.

Suicide prevention charity the Campaign Against Living Miserably has a strong record of using creativity to spark those life changing conversations.

The charity’s latest campaign, created by T&Pm, leans on the power of drill music to create moments of connection to help young people talk about their mental health. Entitled ‘This is Not A Drill’, the campaign has been created to address the fact that Gen Z finds it difficult to speak about their own mental health.

Leaning on the comforting power of humour and the unique style of drill music the campaign features sharp lyrics designed to raise awareness and provide practical guidance on how to recognise the signs that someone may be struggling.

The insights in the campaign are based on CALM's ‘Worried About Someone’ guide.

The campaign was the winning entry in the British Arrows Young Arrows competition. It was created by T&Pm creatives, Arnold Jorge, Osagie Samuel and Gareth Ellis.

The campaign successfully combines the raw energy of drill music with a light-hearted approach to tackle the serious issue of mental health in a way that resonates with younger audiences.

The campaign features an original drill track produced by Carns Hill, one of the leading figures in UK drill music, and performances by Kadeem Ramsay, who featured in the critically-acclaimed Top Boy series and Jordan Stephens, from Rizzle Kicks.

The series of films, produced by Common People Films, is rooted in research from Beavertown Brewery that shows that young people are statistically the least likely to reach out for help with their own mental health. 18-24-year-olds, while vocal about others’ mental health, are the least likely to seek support for themselves. According to data from CALM’s “Open Up” campaign, over half of young adults in this age group (53%) feel unsure about starting a conversation about their own mental health, compared to just 33% of those aged 25 and older.

The campaign urges people to recognise when someone close to them may be struggling. It powerfully brings to life the importance of not simply brushing off, or swerving the issue when someone is struggling.

Instead of changing the subject, it is much more powerful to lean in, listen and support.

Sparking a new conversation about mental health

“As someone who’s struggled with their own mental health, I know just how important it is to raise awareness on topics such as suicide, depression and anxiety," said Arnold Jorge, one of the creators of the series.

He continued: “So being able to do that in such a unique and authentic way, through the power of music and comedy is such a blessing. I hope that through this project, many people will be able to spot the signs and support their friends who need it.”

Osagie Samuel, Creative at T&Pm and one of the creators of the series, explained: “We conceived the idea as a way to treat the signs of people in trouble as an emergency— using hard-hitting music and humour to deliver the message. The importance of ‘This Is Not A Drill’ became even more personal when my friend and creative partner, Gareth, sadly passed away during the making of this project.”

Simon Gunning, CEO of CALM, added: “As a society, we assume young people are going to be the most equipped to ask for help when they need it, but we now know that they often suffer in silence. ‘This Is Not A Drill’ is therapy by stealth, brilliantly showing the do's and don’ts of really being there for a mate—and putting a great, beaming smile on your face at the same time through its sheer brilliance.”

An Arrow for change

The campaign has come to life thanks to the British Arrows Young Arrows competition, which launched a competitive open brief. Lisa Lavender, Managing Director of British Arrows, explained: “It was an absolute pleasure to support CALM’s mission through the Young Arrows competition. The calibre of work was outstanding, and This Is Not A Drill immediately stood out. We're thrilled to have played a part in bringing this powerful message to life.”

The vibrant and heartfelt campaign will run across multiple platforms, including TikTok and Instagram. The team behind the work hope the series is a critical resource for anyone looking to understand how to support friends and loved ones who may be struggling with their mental health. The work is a powerful new year reminder not just of the power of creativity to change the narrative, but the impact people in the creative industry can have by making work that matters.

Toby Allen, Chief Creative Officer at T&Pm, said: “Mental health is such a critical issue for our generation, but we need to find different ways to start the conversation, especially on Social. Who’d have thought drill music could do that? We hope ‘This Is Not A Drill’ becomes a turning point in how we talk about mental health, and look out for our friends.”

For further information on the campaign and to watch the films, visit www.thecalmzone.net.