At the initiative’s core is a powerful installation at Westfield London, which will run from September 9 to September 11. It features 6,929 birthday balloons, each one symbolizing a young life lost to suicide over the past decade, representing the birthdays these individuals will never celebrate.

Visitors to the shopping center can listen to heartfelt voice notes from the families and friends of those who have died, sharing personal memories of their lost loved ones. This deeply emotional campaign aims to raise awareness and spark conversations about the tragedy of youth suicide while offering support to those affected by it.

“It’s devastating for a young person to not make it to their 15th, 16th, 17th birthday. It’s absolutely tragic when that reason is suicide,” said Simon Gunning, chief executive officer at Calm.

“Over the last decade, 6,929 families have been affected by the tragedy of youth suicide. We want to thank everyone who shared their stories in this campaign for their strength and courage and hope it can open up conversations and give everyone the tools to support the young people in their lives.”

ITV will also broadcast programming and interviews dedicated to youth suicide on its flagship show, This Morning.

Ant Nelson and Mike Sutherland, executive creative directors at Adam&EveDDB, added: “The numbers behind youth suicide are a sobering statistic. Talking about the number of lives lost to this tragedy is one thing, but seeing the sheer volume represented with birthday balloons and the ages these young people didn’t reach is another.

“We hope that anyone who engages with the campaign will be motivated to use Calm’s tools and help end youth suicide for good.”