theEword appeals for CALM

A charity set up to lower the high suicide rate among young men is receiving a free online marketing service from theEword.

The Campaign Against Living Miserably (CALM) offers help, advice and information to anyone in the UK, with a specific focus on men aged between 15 and 35 years old. It has a high profile on the nightlife scene, regularly appearing on club flyers, gig posters and beer mats; it also counted the late Factory Records founder Tony Wilson as one of its founding trustees.

In March 2011, theEword agreed to set up and manage CALM's first ever pay-per-click campaign free of charge. It means people who enter terms potentially relating to suicide on Google are now presented with sponsored ads encouraging them to seek help on the CALM website. These ads appear above and to the right-hand side of normal search results.

CALM will not have to pay a penny towards the campaign. It has been awarded an ongoing allowance of up to $10,000 (£6,150) per month under the Google Grants Programme - a scheme for non-profit organisations in which Google absorbs the cost of people clicking on their ads.

Simon Howes, development coordinator for CALM, said: "We are extremely grateful to theEword for waiving their fees. As a charity, we can't afford to spend huge sums on online marketing. Thanks to theEword, we're now able to build bridges with people online at a critical moment in the decision-making process and ultimately save lives."

Al Mackin, managing director of theEword, said: "I'm a great admirer of the work that CALM does. It's crucial to reach out to anyone who is stressed out or struggling with life and give them an alternative, which is why I was delighted to be able to offer them the online marketing expertise of theEword."