L'eau de Chris

Suicide is the biggest killer of men under 45 in the UK. This ballsy campaign involved reality star Chris Hughes – famous for being openly emotional – seemingly launch 'L'Eau De Chris' – a mineral water infused with his tears. A media frenzy ensued, before the real message was revealed in World Mental Health Day: not to bottle up feelings. Suicides prevented by CALM's webchat doubled in a month alongside 120 million social media impressions.