Break the Ice

Client: Campaign Against Living Miserably (CALM)

The partnership between Iceland Foods Charitable Foundation (IFCF) and Campaign Against Living Miserably (CALM) has played an active role in tackling suicide, the largest single cause of death among young people in the UK. Together, IFCF and CALM have worked to break the silence, reduce stigma, and bring life-saving conversations to communities across the country.

With Iceland’s reach to five million customers each week in stores, this partnership has brought CALM’s message into everyday spaces where it is most needed. Initiatives in stores and across the business have created opportunities for open, honest conversations about mental health—whether between colleagues, customers, or loved ones.

Through campaigns like “Missed Birthdays” and innovative tools such as the C.A.R.E. Kit, the partnership has equipped people with the resources and confidence to support others, ensuring that no one feels alone in their struggles. The collaboration has provided CALM with the platform and support to extend its reach, increasing access to vital guidance and hope.

By bringing conversations about mental health into the heart of communities, it has taken meaningful steps to prevent suicide and build a future where more lives are saved.