During our 2-year partnership in 2024-2025, Campaign Against Living Miserably (CALM) was our lead charity partner, and together we’ve united against suicide with a special focus in 2025 on preventing youth suicide. Through this powerful partnership, Iceland Foods Charitable Foundation (IFCF) has raised over £1.4 million, helping CALM reach more people in crisis and spark life-saving conversations across the UK.
Suicide is the leading cause of death for people aged 15–39 in the UK. Every 90 minutes, someone loses their life to suicide – and every 3 minutes, someone attempts it. CALM believes suicide is preventable, and so do we.
Key Stats
During the partnership, our Iceland and Food Warehouse colleagues, and store managers nationwide took on several fundraising challenges to raise funds for CALM’s vital helpline service – a lifeline for thousands of people every month.
Through in-store messaging, leaflets in online deliveries, and our very first CALM-branded lorry and delivery van, we helped smash the stigma around suicide by educating and empowering people to Break the Ice and start life-saving conversations about mental health.
branded delivery vans with CALM messaging during Mental Health Awareness Week
donated to CALM through our various fundraising activities
CALM information leaflets included in online and home deliveries
colleagues educated with mental health tips
In 2024, IFCF supported CALM’s powerful Missed Birthdays campaign with a £350,000 donation, spotlighting the tragic loss of nearly 7,000 young lives to suicide over the past decade. Suicide is now the leading cause of death for people aged 15–24, with rates rising by 10% since 2010.
Missed Birthdays
Phase one launched at Westfield London from 9th – 11th September, including World Suicide Prevention Day, with 6,929 balloons – each representing a young person who died by suicide and the birthday they never reached. The activation stopped thousands in their tracks and sparked vital conversations.
Missed Birthdays
In 2025, phase two introduced an emotional short film about Evelyn, who tragically took her own life at 15. Thanks to her brave parents, CALM was able to share her story and raise awareness of the silent struggles many young people face.
Missed Birthdays
To support the campaign, IFCF and CALM teamed up with TV star Josie Gibson in a short film to tackle youth suicide and encourage life-saving conversations.
At every stage, we directed people to the CALM C.A.R.E. Kit – a practical, confidence-building guide for trusted adults to support young people in their most vulnerable moments. IFCF proudly funded the development of the C.A.R.E. Kit, helping bring this vital resource to life. So far, over 180,000 people have used it to help protect young lives.
We’re thrilled to be teaming up with Iceland Foods Charitable Foundation on a ground-breaking partnership to break the silence around suicide and bring hope and life-saving conversations to high streets and Iceland stores across the UK. It’s been a tough few years, and for many, it can feel like things aren’t going to get much better any time soon. This partnership with Iceland will raise awareness of CALM’s life-saving message and services with millions of people, providing support to anyone struggling and potentially saving lives. CALM is a lifeline for so many people right now, and with the support of Iceland, we can continue to reach more people than ever in our fight against suicide.
Over 100 Iceland colleagues took on the challenge of ascending the highest mountain in England and Wales in darkness, raising £20,000 and shining a light on mental health. The climb symbolised the uphill struggle many face in silence, and every step taken was a powerful reminder that no one should endure it alone.