Cool. CALM. Consistent.Campaign Against Living Miserably


A serious subject – and a seriously distinctive voice. We showed CALM how to talk about everything from suicide to stand-up comedy. And always with their signature sound.

CALM (Campaign Against Living Miserably) has a voice most brands would envy. It’s open, genuinely witty and disarmingly honest – perfect for a suicide prevention charity.

But beyond gut instinct, no one could pin down what gives this voice its edge. As part of a brand refresh led by Studio Output, we worked with CALM’s in-house writing team to scrutinise their language – what worked, what didn’t, and why.

And that’s not the end. Since then, we’ve helped CALM inject their voice into partnership pitches and web pages, mental health training, online stats pages, and so much more.


Brand voice foundation


Brand statement


Brand voice foundation

“Reed Words skillfully navigated the nuanced challenges of working with a suicide prevention charity that doesn’t speak like one.”
Dipika Saggi
Head of Brand and Marketing