CALM And T&Pm Launch 'This Is Not A Drill' Campaign To Tackle Mental Health In Gen Z

A new campaign launched by the suicide prevention charity Campaign Against Living Miserably (CALM), in partnership with creative agency T&Pm, is using drill music, comedy, and sharp messaging to raise awareness about the mental health struggles facing Generation Z. Titled This Is Not A Drill, the campaign addresses the reluctance of young people to speak out about their own mental health and aims to provide guidance on how to spot when someone close may be struggling.

The campaign, which was created as part of a competition by The British Arrows Young Arrows, combines raw drill music with humor to deliver a vital message in a way that resonates with younger audiences. The series features an original drill track produced by prominent UK drill artist Carns Hill, with performances by Kadeem Ramsay (from Top Boy) and Jordan Stephens (of Rizzle Kicks). The project includes a series of short films produced by Common People Films and is designed to help young people recognize when their friends may be going through mental health challenges.

The idea for the project was developed by T&Pm creatives Arnold Jorge, Osagie Samuel, and Gareth Ellis, with Jorge sharing a personal connection to the cause. “Having struggled with my own mental health, I understand how crucial it is to raise awareness around issues like suicide, depression, and anxiety,” said Jorge. “Being able to do so in such an authentic and creative way through music and comedy is incredibly rewarding. I hope this project helps people identify the signs of someone in need and encourages them to offer support.”

One of the campaign’s most striking elements is the focus on the significant mental health gap among young people. According to data from CALM’s Open Up campaign, while 18-24-year-olds are outspoken about others’ mental health, they are the least likely to ask for help themselves. A staggering 53% of individuals in this age group feel unsure about discussing their own mental health, compared to only 33% of those aged 25 and older.

The creative team behind This Is Not A Drill aimed to treat mental health struggles as an emergency, using the intensity of drill music and humor to make the message more accessible. “The idea was to treat the signs of people in trouble as a serious alert,” said Samuel. “This became even more meaningful when we lost our creative partner, Gareth Ellis, during the production of the project. His passing made the campaign’s message even more personal.”

Simon Gunning, CEO of CALM, praised the campaign’s innovative approach, noting, “As a society, we often assume that young people are the most likely to ask for help when they need it. But the reality is that many of them suffer in silence. This Is Not A Drill is a brilliant way to show how to really be there for someone, without losing the humor and joy that connects us.”

Toby Allen, Chief Creative Officer at T&Pm, emphasized the importance of finding new ways to approach mental health conversations. “Mental health is a critical issue for our generation, but we need to find fresh ways to discuss it, especially on social platforms. Who would have thought drill music could help with that? We hope this campaign marks a turning point in how we talk about mental health and support our friends.”

The campaign has received recognition for its creative excellence, particularly through its involvement in the British Arrows Young Arrows competition. Lisa Lavender, Managing Director of British Arrows, expressed pride in the project’s success, stating, “It was an honor to support CALM’s mission through the Young Arrows competition. The standard of work was exceptional, and This Is Not A Drill immediately stood out. We’re thrilled to have played a part in bringing this important message to life.”

The This Is Not A Drill campaign is being shared across various platforms, including TikTok and Instagram, where its impactful, short-form videos are designed to reach and engage younger audiences. The series is a vital resource for those looking to understand how to recognize and offer support to friends and loved ones experiencing mental health challenges.