"Unseen Signals"

19 July 2023

60s

Internal Injuries

Calm have spent the last few years using their sports-focused messaging to shine a spotlight on men's mental health. Now the Campaign Against Living Miserably are switching things up for the Women's World Cup, and instead steering their audience towards considering the emotional struggles faced by young women.

England midfielder Fran Kirby stars in the dynamic spot, which sees her struck by injury in the middle of a match. Unusually, none of the other Lionesses notice her writhing on the floor and trying to signal for help, and the game goes on without her.

Director Natalie Rae's innate understanding of emotional storytelling shines through the action, as the previously celebratory stadium atmosphere begins to feel like a cacophony of stress. The sobering statistics are that a young woman dies by suicide every two days in the UK, and spotting the signs when they need help is vital to changing that figure for the better.

UK

Charities