ITV has unveiled a chilling installation of rooftop sculptures intended to raise awareness around male suicide. The life sized statues appeared on the roof of the television network’s Southbank studios as part of a campaign called Project 84 – run in tandem with suicide prevention charity CALM. According to the network, the installation features 84 life-sized figures to represent the 84 men who die in Britain through suicide each week. The Project 84 movement is urging the government to take action to improve suicide prevention and bereavement support for men in the UK.

Biggest killer of under 45s Matthew Smith is leading the campaign after his brother Dan took his own life 13 years ago. “My brother Dan was my best pal and my idol,” he said. “He was taken by something silent, something none of his friends or family saw coming.

“The true horror of what we as his family experienced when he took his own life is something that could be preventable if we all take a stand together.” Suicide is the biggest killer of men under the age of 45 in the UK – and Project 84 has started a petition in an attempt to help address the issue. ‘Get them talking’ The installation was unveiled on ITV’s This Morning, with hosts Holly Willoughby and Phillip Schofield backing the campaign. Phillip said: “Here at This Morning we never shy away from stories that can be difficult to talk about – and without doubt, one of the most heart-breaking is losing a loved one to suicide.” Holly added: “That is why today we are unveiling 84 life-sized sculptures – each representing a real man who has taken his own life, in the hope that it will stop people in their tracks, make them pay attention and get them talking.” The project was designed by American artist Mark Jenkins in collaboration with Harry’s grooming products and will be visible to Londoners until April 1.

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