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IMPACT REPORT 2016-17 TRUSTEES’ REPORT AND ACCOUNTS WWW.THECALMZONE.NET ABOUT CALM CONTENTS 01 About CALM The Campaign Against Living Miserably (CALM) 02 How we work 03 Welcome from the Chair is an award-winning charity dedicated to 04 Welcome from the CEO preventing male suicide, the single biggest killer 05 Highlights 2016-17 08 Our services and partnerships of men under the age of 45 in the UK. 11 The voices of CALM HANNAH: NO SECRET 12 MARCUS: RIDE ON NELLY 14 DAVID: TAKING ACTION TO BREAK THE SILENCE 16 ADY: SONGS THAT GUIDE US OUT OF THE DARK 18 LUKE: IT’S OKAY TO TALK 20 20 TWITTER: MAN YOUR LOCAL PREVENTING 21 KLAAS: PUTTING THE HUG IN THUG 22 WYATT: ON THE ROAD TO ROCKSTOCK 24 25 SILVINA: OFF THE PAGE MALE SUICIDE 26 PROFESSOR GREEN: TALKING CENTRE STAGE 28 WILLIAM & HARRY: ROYAL SUPPORT PAUL: MIND OVER MARATHON very day on average twelve men take their own that drive awareness and change attitudes so that, life in the UK, and men are three times more likely over time, fewer men will need our services or feel Ethan women to die by suicide (ONS 2016). CALM suicide is their only option when they reach that point. takes an active and positive approach to changing this 29 The year ahead At the heart of CALM we strive to understand exactly unacceptable picture. 30 Thank you how men think, feel, behave and experience the world, We operate on the frontline, delivering services for men so that we can reach them on their own terms and on 31 Trustees’ report and accounts who are in crisis or distress, as well as supporting the their own turf. CALM is a platform for expression and 32 Operational report people around them and those who’ve been bereaved collaboration, where we actively reject living miserably 44 Independent auditor’s report by suicide. and embrace all interpretations of masculinity. 46 Statement of financial activities 46 Income and expenditure account At the same time, we look to the future and our ultimate We invite you to do the same and help all men live 47 Balance sheet goal of long-term culture change, running campaigns a life less miserable. 48 Statement of cash flows 49 Notes to the financial statements 60 Legal and administrative information CALM / IMPACT REPORT 2016-17 1 HOW WE WORK WELCOME FROM THE CHAIR OPERATING MODEL A LIFE LESS MISERABLE, FOR ALL MEN he last time I wrote this letter, CALM was our growth – preventing suicide, saving lives and OUR ENABLERS OPERATIONS AND FUNDING AND BRAND AND celebrating ten years at the forefront of preventing delivering a vision of positive masculinity, for all men. The key inputs that enable male suicide. It was a time for reflection about the work we do are: INFRASTRUCTURE PARTNERSHIPS MARCOMMS T Simon arrives in a pivotal year. The climate in which our remarkable journey to date and the path ahead. operations and infrastructure, CALM operates has shifted considerably. It was In that, there is one person to thank above all others funding and partnerships, marked by the government’s update to their suicide for her tenacity, passion and unflinching drive in our brand and marcomms. prevention strategy, since which mental health, suicide These are informed by extraordinary movement – Jane Powell, our outgoing and masculinity have never been so high on the public research and insights. CEO. As we close our 11th year, we raise a collective agenda. A host of sportsmen, musicians, celebrities, glass to Jane. She created and nurtured the Campaign companies – not to mention royalty – have placed their Against Living Miserably. It has changed and indeed support firmly behind these issues. saved the lives of so many men. Big shoes to fill then. OUR OUTPUTS SERVICES ENGAGEMENT CAMPAIGNS We achieve our objectives by providing support services to men in crisis, through our CRISIS UPSTREAM engagement activities and BEYOND TALKING, through our campaigns. These are measured through our monitoring and evaluation PEOPLE ARE LOOKING TO ACT framework. But equally my heartfelt thanks extend also to every There is enormous comfort to be felt in all of this public single person in the CALM family – be they our debate. But we cannot be deceived. The issues are far trustees, staff, volunteers, fundraisers, CALMzine from resolved. Men are still three times more likely to readers and our newest supporters. In the twelve take their own lives than women. Suicide remains the OUR OBJECTIVES BEHAVIOUR CHANGE CULTURE CHANGE months reported here, together we helped public single biggest killer of men under the age of 45. Our outputs drive behaviour awareness of male suicide grow to 33%, we supported change, so more men seek Rest assured the fire in our bellies continues to burn. 64,000 helpline callers and 11,000 webchatters, help when they need it now; NOW FUTURE Our campaign trail continues. Slowly, it seems the terms and culture change, so fewer hosted scores of events, climbed mountains, run of the debate are changing. Beyond talking, people are men feel prevented from thousands of miles. And our campaigning chorus of looking to act. Men are beginning to see a different view seeking help in the future. voices rings louder than ever before. of masculinity. Perhaps a tide is turning. So it is on behalf of the extraordinary people who Today, we catch more than a glimpse of something make CALM what it is today that I welcome another positive; something real; something that, together, I sure-footed powerhouse to continue on Jane’s path know we can achieve: a life less miserable, for all men. and lead from the front. Simon Gunning joined us as CEO in January 2017, fresh from over 20 years in OUR GOALS the worlds of music, TV, marketing and technology. Our ultimate goals are to REDUCE MALE SUICIDE + REDEFINE MASCULITITY Combining the boundless energy of a puppy with the reduce male suicide and to open up masculinity for wisdom of an old dog, his paw print is already evident redefinition. within the team, with our partners, supporters and in James Scroggs the media. I am confident Simon will only accelerate Chair of the Trustees 2 CALM / IMPACT REPORT 2016-17 CALM / IMPACT REPORT 2016-17 3 WELCOME FROM THE CEO HIGHLIGHTS THE YEAR THAT THE TOP TEN MOMENTS KICKED OFF CALM 2.0 OF 2016-17 was told many times that Jane’s shoes were going To build on the success of 2016-17, notably aided by the to be hard to fill and that has certainly proven to be support of Heads Together and The Royal Foundation, Itrue. Her tireless dedication to CALM over the last ten we have expanded our team and capabilities across years has built an amazing organisation and everyone commercial and communications activity. This will involved – staff, trustees, volunteers and especially allow us not only to diversify and grow our revenues but 1 / 409 SUICIDES PREVENTED those directly helped by CALM’s services – will be also to develop our messaging and activity to address SUICIDES PREVENTED Thanks to our phenomenal eternally grateful for what she has achieved. societal issues upstream from the point of individual helpline workers who took 63,536 crisis. CALM has continued to grow throughout 2016-17 calls and web chats last year – with revenues significantly up from last year, largely This year, therefore, we set an agenda to move to that’s 24% up on the previous driven by the truly extraordinary support of individuals ‘CALM 2.0’ – the development of our brand to focus on 409 year – CALM prevented 409 and groups across the UK. Our financial stability is a positive opening up and celebration of masculinity. suicides. Read more on page 9 THE COMING YEAR WILL 2 / SELFIES GOT SERIOUS BE A BIG ONE FOR CALM Thanks to rugby player and Andy’s Man Club founder Luke Ambler, relatively assured for the mid to long term, certainly in This message has already resonated strongly with thousands of OK sign selfies comparison to the vast majority of UK charities, and it supporters and commercial partners alike: our took over our social media feeds must be our priority to ensure we continue to provide developing relationships with some of the country’s in August and September 2016, our current services without risk. Once this is assured, leading consumer brands are based on the belief that, sharing the all-important message #ItsOkayToTalk we can then move to innovate upon and expand our together, we can achieve a life less miserable – for you, that #ItsOkayToTalk. We’re not current range of services. your mates and for all men. allowed to play favourites, but when Ricky Gervais shared his pic we This means a prudent approach to our use of funds, The coming year will be a big one for CALM. We have may have done a little dance. including reserves and the costs we incur running the grown in numbers as measured in income, personnel Read more on page 20 business, along with a vigilant eye on the quality of and impact so now is the time to kick on for 2018, the services we provide. building a brand, a business and a range of services dedicated to helping men and reducing male suicide. A high level of quality has been preserved despite demand increasing by 28%: we answered 24% more contacts across the helpline and webchat than the previous year, maintained an excellent strike rate of 3 / WE FOUND THE PERFECT PLAYLIST 76%, and directly prevented 409 suicides. Launched on International Men’s Day 2016, CALM’s campaign Torch Songs is all about Simon Gunning celebrating the power of music to lift us out of CEO life’s low points.

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