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CALM

Issue 8 | September 2008

Background

CALM is a young, cutting edge charity that is aimed at men between the ages of 15 and 35 who are most at risk of committing suicide. The campaign wanted to raise awareness and funds by asking record companies to donate exclusive music content that could be downloaded from CALM’s website for a small fee. Mindful of the many pieces of mail received by music executives – and the many requests from charities – Tullo Marshall Warren needed a hard-hitting way of getting their attention.

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