Suicide has been one of the biggest killers of men in the UK. To deal with this issue, Campaign Against Living Miserably (CALM) launched their Awareness campaign Call for Help recently for those who were experiencing suicidal thoughts. They provide a free and anonymous helpline for these people to reach out. The ‘Call For Help’ campaign resembles a smartphone on billboards and digital display through out-of-home (OOH) marketing across the UK. The campaign is linked live to their Suicide Prevention Line, and whenever they receive a call, the ads are interrupted with a loud ringtone, which catches the people’s attention. They want to show the people who might be scared to make a call, how regular these calls are made, and how immediately the calls are answered to help them.