“This is Not a Drill” is a social-first Music Video made for suicide prevention charity Campaign Against Living Miserably (CALM), which also ran on TikTok and Instagram as a 5-part mini-series. It flipped the much demonised Drill music genre to save lives - by treating early warning signs of mental health struggles like an emergency from the start. Featuring a track produced by Drill pioneer Carns Hill, the whole film ran on YouTube and the bite-sized ‘chapters’ dropped on TikTok and Instagram - stopping Gen Z doomscrollers in their tracks and helping smash the stigma around mental health. Viewers were urged to listen for the signs that their friends may be suffering in silence, and to discover the tools CALM offers in support.