adam&eveDDB created a provocative installation for the mental health charity and car brand to tackle stigmas during Mental Health Awareness Week
In a collaboration between SEAT and the mental health charity CALM for Mental Health Awareness Week, an installation in London invites the public to ‘Grow a Pair’.
Created by agency adam&eveDDB, the aim was to tackle one of the stigmas facing men who want to be open about their struggles: the old fashioned view that they should “man up” and “just get on with it”.
To demonstrate this point they have installed a huge set of fibreglass ears on the Euston Road in London to remind people that sometimes the bravest thing you can do for someone is set everything else aside, including your judgement – and just listen.
Simon Gunning, CEO of CALM said: “We wanted to challenge and poke fun at damaging phrases like ‘Grow a Pair’ while underpinning an important message. Everyone has a role to play in reducing the stigma around seeking support – there’s no one correct way to listen to someone who may be struggling, different things work for different people and circumstances, and the storytelling we are exhibiting around this mural shows that.”