BBC Lifeline created a TV appeal for CALM airing Sunday 18th Jan 3:25pm. Male suicide a tough topic and the middle of the day was a hard call. To make this an effective fundraiser we mobilized social media and our connections with entertainers, health campaigners, government departments and supporters. The appeal trended on Twitter, received 17.5 social media impressions and uniquely for Lifeline appeals, the social media campaign managed to pull in donations weeks after the initial broadcast. The total was £14k immediately after the broadcast, but increased by 50% through our sustained online campaign.