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.
Are you credited on this winning entry?
There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.