Dave and Campaign Against Living Miserably took over an ad break to raise awareness of the problem of male suicide.

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At 9:09pm on 26 November, Dave encouraged viewers to get in touch with a mate to see how they are. Developed by UKTV’s in-house creative team, the four-minute ad takeover, voiced by comedian James Acaster, will launch a year-long partnership between the channel and CALM, a charity aimed at preventing male suicide.

The “Be the mate you’d want” campaign will include branded beer mats and coffee cups, on-air promos, print, outdoor and radio ads, as well as social media activity.

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Agency: UKTV Creative
Creative: Paul Phillpott
Copywriter: Aaron Gillies
Designers: Jade Dauncey and Dani Liquieri
Design Producer: Sophie Yeoman
Head of Design: Peter Allinson

Made by UKTV Creative
© UKTV Media Limited